Marketing-Oriented Analysis of Ergonomic Naming Practices in Law Firms from Kemerovo Region (Kuzbass)
Bibliographic Data
| ID | 22039286 |
|---|---|
| Authors | Ольга Николаевна Кондратьева (0000-0001-9469-3634, Kemerovo State University, corresponding author) |
| Year | 2026 |
| Volume | 15 |
| Issue | 3 |
| Pages | 51-70 |
| Publication date | 2026-05-05 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Nauchnyi Dialog (JOURNAL) |
| Journal identifiers | ISSN: 2225-756X • E-ISSN: 2227-1295 |
| Publisher | OOO Centr naucnyh i obrazovatelnyh proektov (PUBLISHER) |
| DOI | 10.24224/2227-1295-2026-15-3-51-70 |
| OpenAlex | W7160404049 |
| Language | EN |
| References cited | 8 |
This paper explores the naming strategies used by law firm associations and examines their implications for marketing effectiveness. Based on an analysis of 285 firm names systematically sampled from the register of legal entities maintained by the Bar Association of Kemerovo region, we identify two primary approaches to naming: descriptive and associative. Descriptive names rely on established conventions, including references to professional categories, geographic locations, individual founders' surnames, or specialized services offered. In contrast, associative names invoke abstract concepts, cultural symbols, metaphors, or even arbitrary signifiers. We evaluate each category’s capacity to appeal effectively to consumers, highlighting potential challenges related to interpreting intended meanings. Furthermore, regional variations within the Russian context are analyzed, providing insights into how localized linguistic preferences shape corporate identity formation among law firms. Our findings suggest practical guidelines for optimizing future naming decisions to enhance brand recognition and market competitiveness
Appeal · Associative property · Descriptive statistics · Cultural, Linguistic, Economic Studies · Names, Identity, and Discrimination Research · Social Power and Status Dynamics
| Highly cited | No |
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