Márka és márkanév: Habilitációs kötet összefoglalója
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Tartalom: https://ojs.mtak.hu/index.php/nevtert/article/view/6921
Archívum: Névtani Értesítő
Gyűjtemény: Műhely
Cím:
Brand and brand name: A summary of a habilitation dissertation
Márka és márkanév: Habilitációs kötet összefoglalója
Létrehozó:
Kovács, László
Kiadó:
Society of Hungarian Linguistics; Institute of Hungarian Linguistics and Finno-Ugric Studies of ELTE Eötvös Loránd University, Budapest
Dátum:
2021-08-10
Téma:
márkanevek
branding
márkanevek nyelvészeti vizsgálata
márkanevek kognitív reprezentációja
márkaasszociációk
Tartalmi leírás:
Brand and brand name. A summary of a habilitation dissertation Although several million brand names exist worldwide, brand names remain an underresearched area of (applied) linguistics. The main goal of the dissertation is to show how linguistic research can contribute to a better understanding and the successful management of brand names. The dissertation is separated into two main parts. In the first part brand names are analysed through the lens of various linguistic subdisciplines emphasising how brand names can be the subject of linguistic research – e.g. whether or how to translate brand names, how foreign-language display influences brand perception and how sound symbolic effects are connected to brand names. The second part of the book describes the cognitive position of brand names. In order to scrutinise their mental position associations to brand names were collected. The analysis of the data shows that brand names occupy a unique position in the mental lexicon. To emphasise the importance of brands as mental constructs, two new concepts are coined: cognitive brand representation and cognitive brand name representation. The linguistic endeavour undertaken in the book is supported by two chapters that place the findings into the context of brand research. An introductory chapter shows the marketing functions of brand names, while a closing chapter points out – based on the findings – how linguistic knowledge can help create brand names and how linguistics can help enhance the efficiency of brand management techniques.
Nyelv:
magyar
Típus:
info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Formátum:
application/pdf
Azonosító:
10.29178/NevtErt.2020.15
Forrás:
Névtani Értesítő; Évf. 42 (2020); 223-227
2064-7484
0139-2190
Kapcsolat: