Brand name translation model: A case analysis of US brands in China

Dong, Longlong; Helms, Marilyn M.

doi:10.1057/palgrave.bm.2540058

Cited by 21 publications

(11 citation statements)

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“…Many researchers stated that the mostly considered and providing satisfaction element by the customers was brand name among all of the marketing factors (Aaker, 1991;Lee, 2000;Dong & Helms, 2001;Keller, 2003;Grace & O'Cass, 2005;Chernatony & McDonald, 2006). One of the most efficient ways to provide customer satisfaction is to use a successful brand name.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Although a brand consists of a brand name, logo, slogan, music, etc., brand name is accepted as the most central factor. To find an appropriate brand name and to transmit central theme or key, relations of a product economically are very important for enterprises (Dong & Helms, 2001). Brand name is defined as "a name which is used to define source or character of the product and associated with one or more factors due to the product line" (Kotler, 2000, p. 396).…”

Section: Literature Reviewmentioning

confidence: 99%

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A Research on the Relationship Between Brand Experience and Brand Name With Customer Satisfaction

Özer¹,

Köse²

2013

JTHM

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Customer satisfaction is an important factor for companies in order to exist and survive. It is considered that brand experience and brand name have important effects on knowledge and pleasure after the sale. This study aims to determine the relationship between brand experience (sensory-affective, behavioral, and intellectual dimensions) and brand name variables with customer satisfaction. In this context, a field study was conducted on 300 students registered at Trakya University, Faculty of Economics and Administrative Sciences (Department of Business Administration) and Social Sciences Institute (Department of Business Administration). In the selection of brand, individuals who have used the said brand were chosen as a prerequisite, and therefore, a leader fast-food restaurant brand which serves in Edirne was selected. As a result of this study, both brand experiences and brand name have positively affected customer satisfaction. According to the bivariate correlation analysis, a positive and medium strength relationship was revealed between dimensions of brand experience and brand name variables with customer satisfaction.

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Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

A Research on the Relationship Between Brand Experience and Brand Name With Customer Satisfaction

Özer¹,

Köse²

2013

JTHM

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“…Following two linguistic dimensions: relatedness in sound (that is, phonemes) and relatedness in meaning (that is, semantics), Schmitt and Zhang (2012) hold that there are four possible types of name translations from English to Chinese: a translation based on sound; a translation based on meaning; a translation based on sound and meaning; creative translation. In terms of the factors influencing the choices of translation methods, most scholars mentioned cultural factors, political factors and historical factors (Dong & Helms, 2001;Li & Shooshtari, 2003;Jiafeng Liu, 2015). Many authors focus on the linguistic differences between Chinese and English brand names (Francis, Lam, & Walls, 2002;Usunier & Shaner, 2002;Jiafeng Liu, 2015).…”

Section: Brand Name Translationmentioning

confidence: 99%

Linguistic Strategies for Western Cosmetic Brand Translation in China

Liu¹

2017

IJBM

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Based on an aim-adaptation approach, this article investigates the linguistic strategies used by 126 western cosmetic brands in their Chinese renaming. Firstly, the linguistic features of the original English brand names and the translated Chinese names are summarized and compared. Secondly, the specific features reflected in the translating process are summarized. Our analysis shows that adaptations from phonetic, lexical and semantic components of the name should be adopted to meet the aims and needs of the cosmetic brand and its customers.

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“…In a case study, Dong and Helms (2001) investigated US brands in China and stated that developing a world brand is more than just a careful literal translation, as meanings vary greatly across norms, attitudes, beliefs, and cultures. Similarly, Hong et al (2002) found that translation of brand names was highly correlated with product-related cues, including physical quality, perceived origin, perceived quality, price and purchase intensions.…”

Section: Brand Name Translation Strategymentioning

confidence: 99%

“…This has contributed to a mounting academic interest in strategy use and assessment criteria for brand name translation in recent years (Alashban, Hayes, Zinkhan, & Balazs, 2002;Dong & Helms, 2001;Fan, 2002;Francis, Lam, & Walls, 2002;He & Xiao, volumes increased when brand names were more standardized. An earlier study by Sandler and Shani (1992) also revealed that companies tend to brand globally and advertise locally.…”

Section: Introduction Brand Name Adaptationmentioning

confidence: 99%

The Anatomy of Brand Name Translation Under Skopos Theory: A Model of Customer Satisfaction, Awareness of Translation Strategy Use and Purchase Intention

2014

UCFL

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The purpose of the study was to apply structural equation modeling (SEM) to build relations among customer satisfaction (CS), customers' awareness of translation strategy use (CA), and purchase intention (PI) on English-Chinese brand name translation. To ensure construct validity, exploratory factor analysis (EFA) was first applied in a pilot study (N = 150) to extract factors for each latent variable, including semantic ambiguity, faithful reflection, and smoothness under CS; grammatical competence, illocutionary competence, and sociolinguistic competence under CA; willingness to try the sample products and willingness to be updated about the products under PI. In a formal survey (N = 550), three self-report scales were administered on customers chosen through stratified sampling from a database. Results showed that CA exerted a direct effect on both CS and PI. In addition, CS exerted a direct effect on PI. Moreover, CA exerted an indirect effect on PI through CS as an intervening factor.More importantly, the indirect effect of CA on PI through CS was statistically more significant than the direct effect of CA on PI. This is good proof that CS assumed a critical role in the model. The model drew implications for marketing and advertising sectors on the potential value of translation strategy use and CS in brand name translation. Theoretically, the findings substantiated the referential/informative, expressive and operative functions in the realm of Skopos theory and highlighted the dual roles that translators need to play both linguistically and social-culturally when orienting strategies for brand name translation.

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Brand name translation model: A case analysis of US brands in China

Cited by 21 publications

References 0 publications

A Research on the Relationship Between Brand Experience and Brand Name With Customer Satisfaction

A Research on the Relationship Between Brand Experience and Brand Name With Customer Satisfaction

Linguistic Strategies for Western Cosmetic Brand Translation in China

The Anatomy of Brand Name Translation Under Skopos Theory: A Model of Customer Satisfaction, Awareness of Translation Strategy Use and Purchase Intention

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