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Global marketers' dilemma: Whether to translate the brand name into local language
Chow,Clement S.F.1; Tang,Esther P.Y.2; Fu,Isabel S.F.3
2007-09-04
Source PublicationJournal of Global Marketing
ISSN15286975 08911762
Volume20Issue:4Pages:25-38
AbstractAlthough brand name translation is meant to convey the brand message in a more articulate way, its effect on purchase intention is not always positive. Therefore, global marketers are facing the dilemma of whether to translate the brand name into local language or not, especially when it is a western brand product to be launched into the China market. It is believed that for certain kinds of western products the appearance of the Chinese in the brand name may jeopardize the "western image"-still a premium in the China market-of the products. This study is to investigate the influence of brand name Chinese translation on consumer purchase intention taking into consideration the moderating effects of the degree of product hedonism and the degree of consumer involvement in purchasing the product. A lab experiment in 2x2x2 factorial design with manipulation of translation (absence/presence), product hedonism (hedonic versus utilitarian product) and involvement (high versus low involvement product) is conducted. Results are discussed with implications to global marketers aiming at the China market. © Copyright (c) by The Haworth Press, Inc. All rights reserved.
KeywordBrand name translation China market Consumer involvement Hedonism Purchase intention
DOI10.1300/J042v20n04_03
URLView the original
Language英语
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Document TypeJournal article
CollectionUniversity of Macau
Affiliation1.Department of Marketing,Faculty of Business Administration,University of Macau,,Macao
2.Department of Management and Marketing,Hong Kong Polytechnic University,,Hong Kong
3.Faculty of Business Administration,University of Macau,,Macao
First Author AffilicationFaculty of Business Administration
Recommended Citation
GB/T 7714
Chow,Clement S.F.,Tang,Esther P.Y.,Fu,Isabel S.F.. Global marketers' dilemma: Whether to translate the brand name into local language[J]. Journal of Global Marketing,2007,20(4):25-38.
APA Chow,Clement S.F.,Tang,Esther P.Y.,&Fu,Isabel S.F..(2007).Global marketers' dilemma: Whether to translate the brand name into local language.Journal of Global Marketing,20(4),25-38.
MLA Chow,Clement S.F.,et al."Global marketers' dilemma: Whether to translate the brand name into local language".Journal of Global Marketing 20.4(2007):25-38.
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