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Testing to prevent bad translation: Brand name conversions in Chinese-English contexts

Listed author(s):
  • Kum, Doreen
  • Lee, Yih Hwai
  • Qiu, Cheng
Registered author(s):

    This research investigates bilingual consumers' evaluation of brand name translations from logographic-Chinese to alphabetic-English language systems. The research examines four possible methods of translation -- semantic, phonetic, phonosemantic and Hanyu Pinyin. Consumers' chronic differences in language proficiency levels and the presence of situational primes relating to phonological or semantic processing jointly influence preferences for the translation methods. In addition to findings consistent with the premise that phonological/semantic processing is effective in alphabetic/logographic languages, this research shows that consumers who are strong in Chinese and weak in English prefer Pinyin translations across all conditions.

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    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 64 (2011)
    Issue (Month): 6 (June)
    Pages: 594-600

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    Handle: RePEc:eee:jbrese:v:64:y:2011:i:6:p:594-600
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    1. Koslow, Scott & Shamdasani, Prem N & Touchstone, Ellen E, 1994. " Exploring Language Effects in Ethnic Advertising: A Sociolinguistic Perspective," Journal of Consumer Research, Oxford University Press, vol. 20(4), pages 575-585, March.
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    3. Sternthal, Brian & Tybout, Alice M & Calder, Bobby J, 1987. " Confirmatory versus Comparative Approaches to Judging Theory Tests," Journal of Consumer Research, Oxford University Press, vol. 14(1), pages 114-125, June.
    4. Aaker, Jennifer L & Lee, Angela Y, 2001. " "I" Seek Pleasures and "We" Avoid Pains: The Role of Self-Regulatory Goals in Information Processing and Persuasion," Journal of Consumer Research, Oxford University Press, vol. 28(1), pages 33-49, June.
    5. Schmitt, Bernd H & Pan, Yigang & Tavassoli, Nader T, 1994. " Language and Consumer Memory: The Impact of Linguistic Differences between Chinese and English," Journal of Consumer Research, Oxford University Press, vol. 21(3), pages 419-431, December.
    6. Luo, Xueming & Zhou, Lianxi & Liu, Sandra S., 2005. "Entrepreneurial firms in the context of China's transition economy: an integrative framework and empirical examination," Journal of Business Research, Elsevier, vol. 58(3), pages 277-284, March.
    7. Tavassoli, Nader T & Han, Jin K, 2001. " Scripted Thought: Processing Korean Hancha and Hangul in a Multimedia Context," Journal of Consumer Research, Oxford University Press, vol. 28(3), pages 482-493, December.
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