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Nomen omen: Recent trends in company names

100%

Hernik J.

Annales Universitatis Mariae Curie-Skłodowska, sectio H – Oeconomia

2019

vol. 53

issue 2

Theoretical background: It is a well-known fact that a name should be original and distinguish a business from the competition. It should also meet several other criteria, such as being easy to pronounce and remember, and being connected with the specifics of the company’s operations. Company names, as with any other names, are important because people react to a word the same way they react to the object this name denotes. Therefore, the length of a company name and the words it contains are important. Moreover, in the marketing nomenclature what carries the most significance is not the word itself but the so-called connotation, i.e. the direct reference to the object of the word and the entire set of features connected with it. When creating their own company names, entrepreneurs often use this aspect to better communicate with their target audience. This is enforced by both the growing competition and the expectations of consumers. In recent years, considerable innovativeness can be observed on the part of entrepreneurs who depart from traditional terms and decide on unusual names.Purpose of the article: The following article presents trends in Polish company names from the perspective of marketing efficiency on the one hand, and linguistic innovation on the other. The purpose of the article is to determine the kind of linguistic changes and their assessment from the viewpoint of communication effectiveness.Research methods: The empirical section includes the analysis of 247 names of companies that provide hairdressing services, while the theoretical section concerns the issues of creating a brand and the lexical side of it. In particular, the considerations concern the linguistic norms and marketing principles behind creating company names.Main findings: The findings indicate that the names ceased to be original but from a marketing perspective they became more effective. The names became more efficient in terms of marketing communication, for example, the words "studio" and "academy" (studio or akademia in Polish) carry a lot of content and connote expertise, knowledge and elite. Of course, the name and surname of an owner (which were popular in the past for hairdressing companies' names) does not include such information. Of further interest is that foreign sounding words have also disappeared almost completely; in particular, the number of words from English has decreased. Therefore, by using words with a more universal meaning and domestication in the Polish language, a company evokes positive reactions and associations, which are very important in the first contact between a customer and a company.

Racjonalność i irracjonalność zachowań konsumentów na rynku usług fryzjerskich

63%

Nalewajek M.

Konsumpcja i Rozwój

2015

issue 1(10)

70-82

W artykule eksplorowano kwestię racjonalnych i irracjonalnych zachowań konsumenta na rynku usług fryzjerskich. W środowisku fizycznym mowa tu naturalnie o świadczeniu tych usług przez osoby profesjonalnie i nieprofesjonalnie do tego przygotowane (szara strefa, samodzielnie działający pasjonaci zawodu). Obserwacja zachowań w kanale wirtualnym wymagała jednak rozszerzenia obserwowanych zjawisk do rynku usług, a więc wliczenia zachowań wynikających z recepcji działań takich podmiotów jak producenci sprzętu fryzjerskiego oraz kosmetyków fryzjerskich. Artykuł prezentuje wyniki autorskich badań (CAWI, IDI) dotyczących czynników satysfakcji z usług fryzjerskich w Polsce. Przeprowadzone badania pokazują wielość zachowań konsumentów, które traktować można częściowo jako racjonalne, jak również irracjonalne. Są one obserwowane na każdym etapie procesu zakupowego. Z jednej strony widoczne są trendy w konsumpcji, wskazujące na częściowe zachowania smart shoppingowe (główny akcent w kierunku pozyskiwania informacji, dzięki którym konsumenci chcą podejmować bardziej świadome decyzje zakupowe), z drugiej strony konsumpcja tych usług ma wymiar emocjonalny (począwszy od motywów warunkujących skorzystanie z tych usług, po zachowania pozakupowe).

In her article, the author explored the issue of rational and irrational consumer’s behaviours in the market for hairdressing services. In the physical environment, the issue is here with provision of those services by individuals prepared for it professionally and non-professionally (the informal sector, independently acting enthusiasts of this profession). The observation of behaviours in the virtual channel, however, required extension of the observed phenomena to the market for services, i.e. taking into account the behaviours stemming from reception of activities of such entities as manufacturers of hairdressing devices and cosmetics. The article presents findings of the author’s research (CAWI, IDI) concerning the factors of satisfaction with hairdressing services in Poland. The carried out surveys show variety of consumers’ behaviours which can be treated partially as rational as well as irrational. They are observed on each stage of the purchasing process. On the one hand, there can be seen the trends in consumption indicating the partial smart-shopping behaviours (the main emphasis is put on acquisition of information owing to which consumers want to make more aware purchasing decisions); on the other hand, consumption of these services has its emotional dimension (beginning from the motives determining the use of these services, to post-purchasing behaviours).

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1 Annales Universitatis Mariae Curie-Skłodowska, sectio H – Oeconomia

1 Konsumpcja i Rozwój

1 Hernik J.

1 Nalewajek M.

1 2019

1 2015

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Nomen omen: Recent trends in company names

Racjonalność i irracjonalność zachowań konsumentów na rynku usług fryzjerskich