摘  要

    商标是连接产品与消费者的重要媒介, 臆造词汇商标语以其独特的魅力构成了商标的重要组成部分。新奇独特的商标语是企业赖以生存与发展的载体。这种臆造商标语往往有助于产品以及企业树立良好的品牌形象，也能提升产品的开发销售。商标是商品的标记，好的臆造英语商标语能促进消费者的购买欲望和得到他们的认可，并且也有助于企业建立永久的品牌与开拓国际市场。本文将从臆造英语商标语的构词、命名战略以及消费者的购买因素等角度来探讨英语臆造词汇商标语对消费者购买决策的影响。这对于企业商标的制定具有一定的借鉴意义。

关键词：英语臆造词商标；消费者购买决策；影响

Abstract

     Brand names are an important medium to connect the product with consumers, owing to their unique charm, coined brand names become an important part of the brand . Novel brand names are a carrier for the development of the company. These kind of coined English brand names always lead to build a good image of the product and the corporation; they also can make a contribution to marketing. Brand names are a symbol of the product; a good coined English brand name can trigger the consumers to buy product and be well recognized by them, and it also promotes to establish an everlasting brand and expand the foreign market. This dissertation will study the impact of coined English brand names on consumers’ buying decision from the prospective of the formation, naming strategies and the factors of consumers’ buying decision. It is helpful for the company to create brand names.

Key words: coined English brand names; consumers’ buying decision;  impact