대구 지역 커피전문점 명칭의 어휘 유형이 상품 이미지와 고객 반응에 미치는 영향에 대하여

Abstract

The purpose of this study is to investigate the relationship between lexical strata and brand image and its impact on the names of coffee shops in Deagu, Korea. For the data, 200 questionnaires were gathered from customers who had purchased coffee by visiting coffee shops at several central locations in Deagu. The analysis showed the following results: First, customers thought the brands with Korean native names had an image of being familiar, distinctive and inexpensive. Second, the brand with Sino-Korean names had an image of being distinctive and professional. In order for the brand to have a professional image, however, Sino-Korean words that are easy to guess their meanings had to be used. Third, the brands with foreign loanwords and foreign language words had an image of being professional, serving high-quality coffee. Most consumers preferred coffee shops with foreign language names to those with Korean or Sino-Korean ones. However, survey results reveal that it is desirable to select appropriate lexical types among Korean, Sino-Korean and foreign names according to the images of the product or coffee shop.