Auditory and Visual Identifiers in Chinese and English
A main component of branding is to link a brand name to nonverbal cues that facilitate brand name memory. The authors of a study examine the integration in memory of auditory and visual brand identifiers with brand names written in the logographic Chinese script compared with the alphabetic English script. The first experiment compares native Mandarin speakers living in China with native English speakers living in the US. The second experiment examines bilingual Cantonese-English speakers living in Hong Kong. The results of the experiments suggest that visual brand identifiers are integrated in memory more easily with Chinese brand names, whereas auditory brand identifiers are integrated in memory more easily with English brand names.
Journal of International Marketing
Tavassoli, Nader T. and Han, Jin K..
Auditory and Visual Identifiers in Chinese and English. (2002). Journal of International Marketing. 10, (2), 13-28. Research Collection Lee Kong Chian School Of Business.
Available at: http://ink.library.smu.edu.sg/lkcsb_research/2139