Scripting the Meaning: The Influence of Brand Name Script on Brand Meaning and Brand Attitude

• Published in: Asia Marketing Journal (Online) Vol. 25; no. 2; pp. 45 - 60
• Main Authors: Roshchupkina, Olga, Kang, Gi-Du
• Format: Journal Article
• Language: English
• Published: 한국마케팅학회AMJ 01.01.2023; Korean Marketing Association
• Subjects: brand attitude; brand meaning; brand name; korea; script; Brand meaning; Script; Brand attitude; Brand name; Korea
• ISSN: 1598-7868; 2765-6500; 2765-6500
• DOI: 10.53728/2765-6500.1609

The present study examines the role of the script used for the graphical representation of a brand name in creating brand meaning. The study results demonstrate that each script contributes to forming different aspects of the brand meaning in multi-script environments. However, the process of meanin...