Drawing from prior research in psychology, linguistics and marketing, we conduct an experimental study of Americans' preferences for the English version of Chinese brand names. Specifically, we assess the impact of string length and semantic relevance to English on meaningfulness, memorability and likeability of brand names from Chinese companies. Design/methodology/approach: A 2x2 experimental design is used whereby brand names are categorized by string length (short vs. long) and semantic relevance to English (with vs. without). Respondents' perception of the Chinese language in terms of pronounceability, language familiarity and language attitude are used as covariates. Findings: Our results reveal that shorter brand names and those with semantic relevance to English are perceived as more memorable. We also find that pronounceability of the brand name does influence brand name preference in terms of their meaningfulness, memorability and likeability. Research limitations/implications: Our exploratory study is limited to Americans' perceptions of the English version of Chinese automobile brand names. Practical implications: Chinese companies should consider carefully the brand name characteristics in terms of string length, semantic relevance as well as their ease of pronunciation when choosing and introducing their brands in the United States. Originality/value: This is the first study which assesses Western consumers' perception of brand names from Chinese automobile companies in terms of their brand meaningfulness, brand memorability and brand likeability.
No abstract
<p>Translocations are increasingly being used for conservation management of threatened species (Sarrazin & Legendre, 2000). Outcomes are influenced by a range of factors including effects of early rearing experience, conspecific familiarity, density of resident conspecifics, and habitat quality at the release site, all of which may impact on the behaviour of released individuals and subsequent survival and fitness (Law & Linklater, 2007; Linklater & Swaisgood, 2008; Sarrazin & Legendre, 2000). Conservation success, defined as the realisation of goals set out at the start of a project, can be improved by detecting factors causing suboptimal outcomes and identifying potential solutions (Buner et al., 2011; Green et al., 2005; Mihoub et al., 2011). I aimed to expand current knowledge on factors influencing translocation outcomes by investigating the conservation management of the rowi (Apteryx rowi), the rarest species of kiwi. Current rowi conservation practices provide an opportunity to investigate this type of translocation management model. I provide new evidence and knowledge of behavioural mechanisms driving translocation success, include an expansion of current home range cognitive mapping theory relevant to conservation translocations, and present the first study of rowi home range behaviour (defined as the pattern of space use which leads to the emergence of a stable home range). Rowi conservation management involves removing eggs from the wild, hatching chicks in captivity, rearing on a predator free island until they are large enough to no longer be at risk of predation by stoats (Mustela erminae), then translocation back into the single remaining mainland population at Ōkārito forest. Over three years, experimental releases (n=66) were undertaken into both the existing population of rowi at South Ōkārito, and into an adjacent but unoccupied area of their former range at North Ōkārito. After intensive post-release monitoring, the effects of various elements of the translocation process on post-release survival, dispersal, conspecific association, habitat selection and home range behaviour were examined. An investigation into the effects of season of release, conspecific density, sex, and release group size on survival during the 90 day critical period following release, found release season and release group size are the most likely factors to influence post-release survival, with highest survival in spring, and for large release groups of four or more birds per release site. Habitat quality throughout the Ōkārito forest was estimated using invertebrate biomass as a proxy. A Geographic Information Systems (GIS) layer showing relative estimated invertebrate biomass was created and used to provide values of habitat quality at release locations and within home ranges. An investigation of the influence of habitat quality on post-release dispersal, conspecific association and home range behaviour found maximum dispersal distance was affected by the release site (North or South Ōkārito), and the interaction of release site and the estimated invertebrate biomass at the release location. Mean home ranges (± SE) of translocated rowi (3.35 ± 0.37 km²), were larger and of lower habitat quality than those of wild rowi (1.06 ± 0.09 km²). No effects of release group size on dispersal distance or conspecific association rates post-release were found. The effects of early rearing experience are proposed as a key factor influencing translocated rowi behaviour. By monitoring the survival, dispersal, conspecific association and home range behaviour resulting from the translocation of rowi reared in a non-natural social situation, I highlight the potential impact of prior social experience and social memory on cognitive mapping and home range establishment. This innovative approach has the potential to be a valuable expansion to current home range cognitive mapping theory, and warrants further study. Translocation is a vital tool in conservation, and has undoubtedly been instrumental in improving the situation of rowi since the first application to rowi conservation in the 1990s. This study has demonstrated that further improvements in the effectiveness and efficiency of translocations for conservation can be gained through sound scientific analysis of factors affecting the mechanisms leading to translocation success. Ongoing monitoring, analysis and reassessment of translocation management practices are recommended to ensure optimal conservation outcomes.</p>
<p>Translocations are increasingly being used for conservation management of threatened species (Sarrazin & Legendre, 2000). Outcomes are influenced by a range of factors including effects of early rearing experience, conspecific familiarity, density of resident conspecifics, and habitat quality at the release site, all of which may impact on the behaviour of released individuals and subsequent survival and fitness (Law & Linklater, 2007; Linklater & Swaisgood, 2008; Sarrazin & Legendre, 2000). Conservation success, defined as the realisation of goals set out at the start of a project, can be improved by detecting factors causing suboptimal outcomes and identifying potential solutions (Buner et al., 2011; Green et al., 2005; Mihoub et al., 2011). I aimed to expand current knowledge on factors influencing translocation outcomes by investigating the conservation management of the rowi (Apteryx rowi), the rarest species of kiwi. Current rowi conservation practices provide an opportunity to investigate this type of translocation management model. I provide new evidence and knowledge of behavioural mechanisms driving translocation success, include an expansion of current home range cognitive mapping theory relevant to conservation translocations, and present the first study of rowi home range behaviour (defined as the pattern of space use which leads to the emergence of a stable home range). Rowi conservation management involves removing eggs from the wild, hatching chicks in captivity, rearing on a predator free island until they are large enough to no longer be at risk of predation by stoats (Mustela erminae), then translocation back into the single remaining mainland population at Ōkārito forest. Over three years, experimental releases (n=66) were undertaken into both the existing population of rowi at South Ōkārito, and into an adjacent but unoccupied area of their former range at North Ōkārito. After intensive post-release monitoring, the effects of various elements of the translocation process on post-release survival, dispersal, conspecific association, habitat selection and home range behaviour were examined. An investigation into the effects of season of release, conspecific density, sex, and release group size on survival during the 90 day critical period following release, found release season and release group size are the most likely factors to influence post-release survival, with highest survival in spring, and for large release groups of four or more birds per release site. Habitat quality throughout the Ōkārito forest was estimated using invertebrate biomass as a proxy. A Geographic Information Systems (GIS) layer showing relative estimated invertebrate biomass was created and used to provide values of habitat quality at release locations and within home ranges. An investigation of the influence of habitat quality on post-release dispersal, conspecific association and home range behaviour found maximum dispersal distance was affected by the release site (North or South Ōkārito), and the interaction of release site and the estimated invertebrate biomass at the release location. Mean home ranges (± SE) of translocated rowi (3.35 ± 0.37 km²), were larger and of lower habitat quality than those of wild rowi (1.06 ± 0.09 km²). No effects of release group size on dispersal distance or conspecific association rates post-release were found. The effects of early rearing experience are proposed as a key factor influencing translocated rowi behaviour. By monitoring the survival, dispersal, conspecific association and home range behaviour resulting from the translocation of rowi reared in a non-natural social situation, I highlight the potential impact of prior social experience and social memory on cognitive mapping and home range establishment. This innovative approach has the potential to be a valuable expansion to current home range cognitive mapping theory, and warrants further study. Translocation is a vital tool in conservation, and has undoubtedly been instrumental in improving the situation of rowi since the first application to rowi conservation in the 1990s. This study has demonstrated that further improvements in the effectiveness and efficiency of translocations for conservation can be gained through sound scientific analysis of factors affecting the mechanisms leading to translocation success. Ongoing monitoring, analysis and reassessment of translocation management practices are recommended to ensure optimal conservation outcomes.</p>
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.