沙龙题目：Brand Names and Consumer Demand: Evidence from China’s Automobile
沙龙主讲：吴 芳 副教授（上海财经大学）
沙龙主持：彭新敏 教授
沙龙时间：2018年1月10日（周三）下午 14:30-16:00
沙龙地点：11#518
承办单位：企业管理研究所
欢迎感兴趣的教师、研究生等参加！
附：主讲嘉宾简介
吴芳，女，市场学博士，上海财经大学国际工商管理学院市场营销系副教授，加拿大艾尔伯塔大学市场学博士。吴芳博士的研究领域主要是数量营销模型，消费者行为建模和市场结构分析。现有论文在Journal of Regulatory Economics, Health Economics, Journal of Transport Economics and Policy, Frontiers of Economics in China上发表。同时有多篇工作论文在国际顶级刊物Journal of Marketing Research上审稿。2010年在国内市场营销科学年会上获得年会优秀论文奖。多次参加Marketing Science Conference，耶鲁大学Mallen Filmed Entertainment Economics Conference等国际一流的营销研讨会并发表演讲。主持一项国家自然科学基金青年项目。并曾为Marketing Science, Journal of Business Review等国际顶级刊物审稿。
演讲主题
Brand Names and Consumer Demand: Evidence from China’s Automobile
演讲内容：In this research, we investigate the impact of one element of brand names, i.e., brand name type, on sales. With detailed automobile sales data in China, we develop a discrete choice model for differentiated products to investigate the impacts of brand name types on consumer demand from phonetic-semantic and foreign-domestic perspectives. Following the literature, we categorize brand name types for the automobiles in China into four types: abstract, phonetic, phonosemantic, and semantic names. We find significant impacts of brand name type on sales: Chinese consumers on average most prefer vehicle models with semantic brand names (8% more sales than abstract brand names) but least prefer phonosemantic ones (5% less sales than abstract brand names). We also find that the influence of brand names on sales varies across country-of-origin of vehicle models and customer segments.
