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Markennamen als sprachliche und kulturelle Identitätsträger

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Kovács L.

Linguistische Treffen in Wrocław

2022

issue 22

73-86

Brand names play a special role for companies: they both convey and guarantee brand value. Despite their special status in brand management, and although the number of brand names is estimated to be over 43 million (!) worldwide, brand names are an underresearched area of linguistics. Brand names are often researched in a marketing context: the effectiveness of brand names is analyzed and suggested catalogs for “good” and “bad” brand names are created. Brand names are however also part of the language and can therefore be also analyzed using linguistic methods. As part of language, brand names are the bearers of a culture’s identity: they can be used to identify a specific culture, or even a specific historical epoch. This cultural identity-bearing and cultural identity conveying function is also recognized by companies: they often create and use brand names in order to consciously associate the given brand with a certain culture. In the article, these identity-giving and -bearing specifics of brand names are analyzed: we show how the Country-of-origin can be pointed out with linguistic and nonlinguistic devices, we show how Foreign Language Display can help to transfer cultural connotations to a brand and we show the possibilities for translating brand names. We argue that brand names should thus be better integrated into interdisciplinary linguistic research; also with the aim of showing new career prospects for (applied) linguists.

The Effects of Korean Country-of-Origin on Mongolian Consumer Product Evaluation and Purchase Intention

100%

Haliun S., Cho S.-D.

Journal of Marketing and Consumer Behaviour in Emerging Markets

2015

issue 1(1)

4-14

The economy of Mongolia has been growing, especially due to imports growing more than exports. The purpose of this study is to examine the impact of a Korean country-of-origin on Mongolian consumer product evaluation and purchase intention using a Korean laptop. Specifically, this study tested the independent and moderating roles of human values and socio-psychological variables in the relationships between country-of-origin, product evaluation, and purchase intention. The survey was conducted with 143 young respondents in Mongolia. The results of this study indicate that Korean country-of-origin positively affects Mongolian consumer product evaluation and purchase intention. Second, because the human value of power is tied into consumers’ social status and positions, Mongolian consumers with more power had weaker purchase intention for Korean country-of-origin products. However, findings show that the international social network moderates effects of Korean country-of-origin in product evaluation. In other words, Mongolian consumers with connections to international people tend to positively evaluate products imported from developed Asian countries.

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1 Journal of Marketing and Consumer Behaviour in Emerging Markets

1 Linguistische Treffen in Wrocław

1 Cho S.-D.

1 Haliun S.

1 Kovács L.

1 2023

1 2015

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Markennamen als sprachliche und kulturelle Identitätsträger

The Effects of Korean Country-of-Origin on Mongolian Consumer Product Evaluation and Purchase Intention