Translating brand names effectively: Brand attitude reversal and perceived brand name translation relevance in an emerging market
Journal of International Consumer Marketing
This research tests the effectiveness of three brand name creation/translation approaches—phonetic, semantic, and suggestive—in influencing consumer attitude toward the brand (Ab) in an emerging market in two separate studies. The first study is an interstudy replication of a previous research in which subjects responded to English brand names translated phonetically, phonosemantically, and suggestively into the Chinese language. The result of the first study in our research reveals a brand attitude reversal when these brand names are presented as domestic brands rather than foreign brands in China. The second study is an extension of the first study to provide a formal test of semantic translation and the impact of perceived brand name translation relevance on Ab.
Link to Published Version
Chao, P., & Lin, S. (2017). Translating brand names effectively: Brand attitude reversal and perceived brand name translation relevance in an emerging market. Journal of International Consumer Marketing, 29(3), 120–134. https://doi.org/10.1080/08961530.2017.1281784