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Article
Publication date: 14 November 2023

Jihye Park, Min Zhang, Seunghyun Yoo and Hannah Gloria Kwon

This study investigates the effects of vertical direction and rotation of English loan brand names in East Asian languages (Chinese and Korean) on processing fluency, perceived…

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Abstract

Purpose

This study investigates the effects of vertical direction and rotation of English loan brand names in East Asian languages (Chinese and Korean) on processing fluency, perceived product quality and purchase intention.

Design/methodology/approach

Four experiments were conducted in China and Korea, employing a 2 (vertical direction: downward vs upward) X 3 (rotation: 0°/marquee vs 90° clockwise vs 90° counterclockwise) between-subjects factorial design.

Findings

The findings showed that when the English loan Chinese brand name was displayed downward, the marquee format was preferred, while counterclockwise rotation was favored when displayed upward. In Korean, clockwise rotation was preferred for downward presentation, while counterclockwise rotation was favored for upward presentation. The effects on purchase intention were mediated by processing fluency and perceived product quality.

Practical implications

This research provides practical implications for global manufacturers and retailers, offering guidance on presenting brand names in East Asian languages and optimizing product packaging designs. For Chinese consumers, the marquee format is recommended for downward-oriented brand names, while counterclockwise rotation is effective for upward orientation. For Korean consumers, clockwise rotation is favored for downward presentation and counterclockwise rotation is preferred for upward presentation. Understanding linguistic habits allows the tailoring of brand presentations, enhancing brand perception and consumer responses.

Originality/value

This study contributes to understanding the role of cultural and linguistic influences on consumer information processing and product perception in vertical presentations of brand names.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 36 no. 5
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 7 March 2016

Gunjan Tomer and Sushanta Kumar Mishra

– The purpose of this paper is to explore the process in which the software engineering students construct their professional identities.

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Abstract

Purpose

The purpose of this paper is to explore the process in which the software engineering students construct their professional identities.

Design/methodology/approach

The study followed the qualitative method using grounded theory methodology to examine the process of identity construction. Data were collected from final year software engineering students in an iterative manner.

Findings

Based on the present study, the study argues that entry-level identities of students are modified and adjusted in response to their experience of identity violations over the course of their academic program. These violations were caused by their unmet expectations from the academic program. The magnitude of these violations is influenced by their perceived value derived from the training they were receiving.

Research limitations/implications

This paper explains the process of “identity morphing” as a mechanism by which students resolve the conflict/violation of their identities. The emergence and adaptation of different types of identities were examined. This study can be extended to the employees of IT organizations to draw a holistic picture.

Practical implications

The understanding of identity morphing process might enable organizations to enrich their interaction with their employees and thus provide avenues to improve their work-related outcomes.

Originality/value

Previous studies have explored professional identity construction among individuals. However, how software professionals construct their professional identity, during their education years, is relatively unexplored. The present study asserts that professional identities are formed among the students even before they join the organization.

Details

Information Technology & People, vol. 29 no. 1
Type: Research Article
ISSN: 0959-3845

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