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Global Marketers’ Dilemma: Whether to Translate the Brand Name into Local Language
Chow, C.S.F.1; Tang, E.P.Y.2; Fu, I.S.F.1
2007
Source PublicationJournal of Global Marketing
ABS Journal Level1
ISSN08911762
Volume20Issue:4Pages:25
Abstract

Although 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 2×2×2 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.

KeywordPurchase Intention China Market Brand Name Translation Hedonism Consumer Involvement
Language英语
Fulltext Access
Document TypeJournal article
CollectionFaculty of Business Administration
DEPARTMENT OF MANAGEMENT AND MARKETING
Affiliation1.Faculty of Business Administration , University of Macau , Av Padre Tomas Pereira, S.J. Paipa, Macau, SAR, China
2.Department of Management & Marketing , The Hong Kong Polytechnic University, Hung Hom, Kowloon , Hong Kong, SAR, China
First Author AffilicationFaculty of Business Administration
Recommended Citation
GB/T 7714
Chow, C.S.F.,Tang, E.P.Y.,Fu, I.S.F.. Global Marketers’ Dilemma: Whether to Translate the Brand Name into Local Language[J]. Journal of Global Marketing,2007,20(4):25.
APA Chow, C.S.F.,Tang, E.P.Y.,&Fu, I.S.F..(2007).Global Marketers’ Dilemma: Whether to Translate the Brand Name into Local Language.Journal of Global Marketing,20(4),25.
MLA Chow, C.S.F.,et al."Global Marketers’ Dilemma: Whether to Translate the Brand Name into Local Language".Journal of Global Marketing 20.4(2007):25.
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