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Creating Local Brands in Multilingual International Markets.
s:
*BRAND name products
*INTERNATIONAL markets
*BRAND equity
*Marketing research
LINGUISTIC analysis (Linguistics)
PHONETICS
SEMANTICS
COGNITIVE analysis
TRANSLATIONS
CHINESE language
ENGLISH language
NAICS/Industry Codes :
541910 Marketing Research and Public Opinion Polling
Abstract:
Despite the importance of decisions regarding international brand names, research on brand naming has focused primarily on English name creation. 代写留学生论文The authors conceptualize the local brand-name creation process in a multilingual international market. The authors present a framework that incorporates (1) a linguistic analysis of three translation methods--phonetic (i.e., by sound), semantic (i.e., by meaning), and phonosemantic (i.e., by sound plus meaning)--and (2) a cognitive analysis focusing on the impact of primes and expectations on consumer name evaluations. Using dual English-and-Chinese brand names, the authors show that the effectiveness of the translation depends on the emphasis of the original English name (versus the Chinese name) and the method of translation used previously for brand names within the same category. [ABSTRACT FROM AUTHOR]
 
Copyright of Journal of Marketing Research (JMR) is the property of American Marketing Association and its content may not be copied or https://www.51lunwen.org/marketing/emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.) 尽管有关国际品牌，在品牌命名研究决策的重要性，主要集中在英文名的创建。概念化的作者在一个多语种的国际市场，本地品牌的创建过程。作者们提出了一个框架，包含（1）三个语言翻译方法分析 - 语音（即通过声音，），语义（即意义）和phonosemantic（即声音加意思） - （2 ）认知分析的重点是素数，并以消费者名义评价期望的影响。使用-和-中文品牌名称，作者双英显示，翻译有效性原来的英文名称重点依赖（与中文名称）和翻译方法用于品牌以前在同一类。 [摘要作者的]
 
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Author Affiliations:
1University of California, Los Angeles
2Columbia Business School
Full Text Word Count:
10668
ISSN:
0022-2437
Accession Number:
5046379
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Database:
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