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

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

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.

Suggested Citation

  • Li, Hung-Hui & Hsieh, Min-Yu & Chang, William Li, 2016. "Lucky names: Superstitious beliefs in Chinese corporate branding strategy for bank marketing," The North American Journal of Economics and Finance, Elsevier, vol. 35(C), pages 226-233.
    • Handle: RePEc:eee:ecofin:v:35:y:2016:i:c:p:226-233
    DOI: 10.1016/j.najef.2015.10.011
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    References listed on IDEAS

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    1. David J. Teece & Gary Pisano & Amy Shuen, 1997. "Dynamic capabilities and strategic management," Strategic Management Journal, Wiley Blackwell, vol. 18(7), pages 509-533, August.
    2. Thomas Kramer & Lauren Block, 2008. "Conscious and Nonconscious Components of Superstitious Beliefs in Judgment and Decision Making," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(6), pages 783-793, October.
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    Cited by:

    1. Beladi, Hamid & Chao, Chi Chur & Hu, May, 2018. "Does tax avoidance behavior affect bank loan contracts for Chinese listed firms?," International Review of Financial Analysis, Elsevier, vol. 58(C), pages 104-116.
    2. Weng, Pei-Shih & Chen, Wan-Yi, 2017. "Doing good or choosing well? Corporate reputation, CEO reputation, and corporate financial performance," The North American Journal of Economics and Finance, Elsevier, vol. 39(C), pages 223-240.
    3. Wang, Kewen & Li, Jingqiang & Qiao, Yuanbo & Chang, Shilong, 2024. "Corporate social responsibility Feng Shui and firm value," Annals of Tourism Research, Elsevier, vol. 105(C).

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