Article ID Journal Published Year Pages File Type
973994 The North American Journal of Economics and Finance 2016 8 Pages PDF
Abstract

Of all the Chinese supernatural beliefs, name-giving, whether applied to a person or a product, is extremely important, and is often considered to be closely related to fate. To this respect, this study examined the relationship between branding practices and supernatural beliefs in Chinese corporate branding strategy for bank marketing. Analytical results demonstrated that in over 50% of cases, these brand names involved a lucky number of total strokes. Finally, we suggest that the lucky-stroke-number naming strategy can be used as a tool in Chinese brand naming. Especially marketers can achieve more effective corporate branding in the Chinese business world.

Related Topics
Social Sciences and Humanities Economics, Econometrics and Finance Economics and Econometrics
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