Testing to prevent bad translation: Brand name conversions in Chinese-English contexts
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.
If you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
As the access to this document is restricted, you may want to look for a different version under "Related research" (further below) or search for a different version of it.
References listed on IDEAS
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- 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.
- Koslow, Scott & Shamdasani, Prem N & Touchstone, Ellen E, 1994. " Exploring Language Effects in Ethnic Advertising: A Sociolinguistic Perspective," Journal of Consumer Research, University of Chicago Press, vol. 20(4), pages 575-85, March.
- Sternthal, Brian & Tybout, Alice M & Calder, Bobby J, 1987. " Confirmatory versus Comparative Approaches to Judging Theory Tests," Journal of Consumer Research, University of Chicago Press, vol. 14(1), pages 114-25, June.
- Luna, David & Peracchio, Laura A, 2001. " Moderators of Language Effects in Advertising to Bilinguals: A Psycholinguistic Approach," Journal of Consumer Research, University of Chicago Press, vol. 28(2), pages 284-95, September.
- Tavassoli, Nader T & Han, Jin K, 2001. " Scripted Thought: Processing Korean Hancha and Hangul in a Multimedia Context," Journal of Consumer Research, University of Chicago Press, vol. 28(3), pages 482-93, December.
- 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, University of Chicago Press, vol. 21(3), pages 419-31, December.
When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:64:y:2011:i:6:p:594-600. See general information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Zhang, Lei)
If references are entirely missing, you can add them using this form.