기능성 스포츠 의류제품의 알파누메릭(Alpha-Numeric) 브랜드 네임이 제품의 적합성, 브랜드 개성 및 태도에 미치는 영향

초록

This study investigates the effect of Alpha-numeric brand name on the product suitability, brand personality, and attitude. To do that we have chosen the functional sportswear, knowing the fact that the Alpha-numeric brand names are not hard to find in this industry. The changes have been made to Alpha-numeric names, such as the usage/non-usage of number, the size of number being used, the writing method, and the different typeface to suit for the study purpose. The results indicate that the Alpha-numeric brand names do have the effect on increasing the fitness for the product's brand. The bigger number and the cursive script will improve the product's suitability. The customers form positive attitude and favorability on the Alpha-numeric brand name compared to the regular brand name in this industry. The contribution of the study is to dig out the distinction of the communicational effects on the customers when the Alphanumeric brand names take on the different forms. Therefore the current study enlights the practical value of Alphanumeric brand name as part of the branding strategy.

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