Document Type : Research Paper

Author

• Saeed Masoodipoor

Assistant Professor, Department of Management, Faculty of Management and Economics, Qom University, Qom, Iran

Abstract

The effects and consequences of marketing to persuade consumers to buy goods and services are not limited to the business and commerce. The Non-business impacts of marketing, especially in the field of culture, are undeniable. One of the most important cultural aspects that have been endangered by marketing activities is the Persian language. Numerous Iranian products are advertised on TV with theirs names derived from Latin words. This research has been done in two steps. In the first, we have described the general status of the brand names of products advertised on Iranian TV. For this purpose, a sample of 234 brands from six product groups was selected. The study showed that more than 20% of the sample have used foreign words to name their products. Finally, in this step, we have listed some issues to be noticed when naming Iranian commercial products that have domestic consumption among which is the use of English, Arabic and unknown Persian words, the use of human and place names, the use of religious names, and the use of sounds. In the second step, the elite sample including 20 people in the field of business management and 22 people in the field of Persian language answered a questionnaire designed on the basis of data gained from the previous step. Finally, a summary of the views of the elites on the dimensions of legislation to support the Persian language in the commercial registration of Iranian product names has been presented.

Keywords

• Brand
• Trademark
• Persian language
• Iranian Products

20.1001.1.23830891.1399.14.2.6.6

Main Subjects

• Marketing