| abstract |
| Background In order to positively perceive the image of a brand as a consumer, it is the name of the brand that is the most exposed and the big symbolic element. Many corporate brands give consumers a lot of recognition, but there are some corporate brands that do not. Typically, it is a financial corporation brand that is developing into a global era. The purpose of this study is to identify the English abbreviation (initials) of the name of the financial company and the perception of the Korean language association and to propose the efficiency and validity of it.
Methods Financial companies include brand banks, local banks, and specialized banks. Among them, we will select 6 out of the most popular financial companies that use English abbreviation (initials). We will conduct a questionnaire survey on various age groups with a lot of banking use and then draw out the results.
Result As a result, it was found that there was no significant difference in consumers' perceptions about initials in English, initials in Korean, and initials in English and Korean, and Korean and English initials were approaching relatively easily. However, local banks are somewhat more difficult to recognize than central banks.
Conclusion In this paper, we have examined how efficient the recognition of English duplication of financial companies is to consumers and how they are easily accessible to consumers. The initials in Korean and English are approaching relatively easily, but it is recognized that there is a difference in perception due to differences in the use of local banks and central banks when they are not in the main use class. |
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| Key Words |
| 브랜드 네임, 영문 이니셜, 소비자 인식, Brand Name, English initials, Consumer perception |
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