ABSTRACT

The purpose of this study is to investigate the effect of three factors(whether the product has a salient attribute or not, whether the product is functional good or emotional good, and the grade of the consumer's ability of verbal analogy) on the consumer's evaluation and recall of three types of brand naming (descriptive / suggestive / arbitrary).

The propositions were tested in a laboratory experiment involving within subject design (each type of brand naming) and between subject design(attribute salience, functional/emotional dimension of product, and consumer's verbal analogy ability).

The value of the evaluation of the product with the types of brand naming was higher from descriptive brand, mediate from suggestive brand, and lower from arbitrary brand. This result can be analyzed that arbitrary brand does not sufficiently reflect the product's benefit, so this type of brand must be supported by additional marketing activities.

In functional good, when single attribute was salient then descriptive brand was more preferred, and when several attributes were considered equally then suggestive£»arbitrary brand were more preferred. On the other hand, in emotional good, when single attribute was salient then suggestive£»arbitrary brand were more preferred, and when several attributes were considered equally then descriptive brand was more preferred. This result can be analyzed that the routes of evaluating functional good and emotional good are not equal. In this study, the sensuous stimulus given from suggestive£»arbitrary brand might be not correctly accepted or inadequate, so this rhetorical metaphor would be comprehended as a non-diagnostic benefit that raises divergence effect.

Meanwhile, evaluating arbitrary brand, the verbal analogy ability of respondents affected remarkably. If verbal analogy ability were higher, in emotional good, the value of evaluation was higher in the condition that several attributes were considered equally. If verbal analogy ability were mediate, specially in functional good, the value of evaluation was higher in the condition that single attribute was salient. If verbal analogy ability were lower, the value of evaluation was lower in both functional and emotional good.

This result can be analyzed like this: The respondents whose verbal analogy ability are higher can understand rhetorical metaphor and relation between brand name and product more easily so accept the concept of the product and brand more completely. But the respondents whose verbal analogy ability are lower just understand the brand name and product based on similar to exampler in their memory.

Finally, the recall of brand name was effected by the interaction of the types of brand naming and the dimension of functional/emotional good and the verbal analogy ability of respondents. The details of this result were equal to prior study's.

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Key words: brand naming, attribute, functional, emotional, verbal analogy

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