Lucky names: Superstitious beliefs in Chinese corporate branding strategy for bank marketing

Hung-Hui Li, Min-Yu Hsieh and William Li Chang

The North American Journal of Economics and Finance, 2016, vol. 35, issue C, 226-233

Abstract: Of all the Chinese supernatural beliefs, name-giving, whether applied to a person or a product, is extremely important, and is often considered to be closely related to fate. To this respect, this study examined the relationship between branding practices and supernatural beliefs in Chinese corporate branding strategy for bank marketing. Analytical results demonstrated that in over 50% of cases, these brand names involved a lucky number of total strokes. Finally, we suggest that the lucky-stroke-number naming strategy can be used as a tool in Chinese brand naming. Especially marketers can achieve more effective corporate branding in the Chinese business world.

Keywords: Bank marketing; Supernatural beliefs; Corporate branding; Chinese brand name; Lucky name; Total stroke number (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ecofin:v:35:y:2016:i:c:p:226-233

DOI: 10.1016/j.najef.2015.10.011

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