The role of language and culture in marketing communication

2005 ◽  
Vol 15 (2) ◽  
pp. 257-285 ◽  
Author(s):  
Yue Yuan Huang ◽  
Allan K.K. Chan
Keyword(s):  
Brand Names ◽  
Marketing Communication ◽  
Language And Culture ◽  
Product Categories ◽  
Cultural Aspects ◽  
Semantic Fields ◽  
Crucial Component ◽  
Positive Meaning ◽  
Selection Of

Brand naming is a crucial component in marketing communication. Chinese brand naming differs greatly from naming in Western communities. Both linguistic and cultural aspects play an important role in Chinese brand naming. This paper reports our analysis of 5,089 Chinese brand names from 21 product categories. We analyzed these brand names from six aspects: the syllable pattern, the tone pattern, the compounding pattern, the semantic pattern, the semantic field which consists of semantically associated words to indicate the functions or features of products, and the most frequently used words in branding. We found that Chinese brand naming has a consistent tendency for two-syllable names with a modifier-noun compounding structure. High tones and positive meaning are also the preferred features. The cultural influence is reflected in the selection of the semantic fields and the choice of words for brand names.

scholarly journals Trademark dilution: comparing the effects of blurring and tarnishment cases over brand equity

2017 ◽  
Vol 12 (3) ◽  
pp. 346-360 ◽  
Author(s):  
Washington Macías ◽  
Julio Cerviño
Keyword(s):  
Undergraduate Students ◽  
Brand Equity ◽  
Moderating Effect ◽  
Brand Names ◽  
Negative Effects ◽  
Firm Level ◽  
Product Categories ◽  
Trademark Dilution ◽  
High Degree

AbstractTrademark dilution is, in a general sense, a reduction in brand equity due to the unauthorized use of the trademark by third parties (junior brands). Although there are two types of dilution, blurring and tarnishment, existing academic empirical evidence only relates to blurring cases, showing its damage to some variables related to brand associations in consumers’ minds. Literature also shows the moderating role of the similarity between junior brands, but this evidence is not complete unless presumable tarnishment cases are analyzed. This paper compares the effect of two types of junior brands over strength of associations and brand equity of famous trademarks. An experimental approach was applied with a sample of 372 undergraduate students, users of two famous convenience brands. Junior brands use identical or similar famous brand names in different product categories, offering a continuous of similarity levels, so the moderating effect of this variable is analyzed. Results show that: (i) dependent variables are reinforced when junior brands are perceived as very similar, and diluted above some degree of dissimilarity; (ii) dilution increases the more dissimilar the junior brand. However, although they have a high degree of dissimilarity, cases of presumable tarnishment, might not always produce dilution. Besides, they suggest that the effect induced by similarity is not linear. These findings are discussed through the lenses of marketing and psychology theories. The study represents a contribution to the field, providing evidence not only from blurring cases, but also from supposed tarnishing imitators, comparing their effects and showing the limited moderating effect of similarity. The boundary conditions of similarity effects in trademark dilution literature have not been discussed previously. Finally, main implications for managers are highlighted, given the negative effects that trademark dilution may entail at firm level.

Critical Culturally Sustaining/Revitalizing Pedagogy and Indigenous Education Sovereignty

2014 ◽  
Vol 84 (1) ◽  
pp. 101-124 ◽  
Author(s):  
Teresa McCarty ◽  
Tiffany Lee
Keyword(s):  
Native American ◽  
Culturally Responsive ◽  
Indigenous Education ◽  
Tribal Sovereignty ◽  
Language And Culture ◽  
Culturally Sustaining Pedagogy ◽  
Crucial Component ◽  
Culturally Based ◽  
Culturally Responsive Schooling

In this article, Teresa L. McCarty and Tiffany S. Lee present critical culturally sustaining/revitalizing pedagogy as a necessary concept to understand and guide educational practices for Native American learners. Premising their discussion on the fundamental role of tribal sovereignty in Native American schooling, the authors underscore and extend lessons from Indigenous culturally based, culturally relevant, and culturally responsive schooling. Drawing on Paris's (2012) and Paris and Alim's (2014) notion of culturally sustaining pedagogy (CSP), McCarty and Lee argue that given the current linguistic, cultural, and educational realities of Native American communities, CSP in these settings must also be understood as culturally revitalizing pedagogy. Using two ethnographic cases as their foundation, they explore what culturally sustaining/revitalizing pedagogy (CSRP) looks like in these settings and consider its possibilities, tensions, and constraints. They highlight the ways in which implementing CSRP necessitates an “inward gaze” (Paris & Alim, 2014), whereby colonizing influences are confronted as a crucial component of language and culture reclamation. Based on this analysis, they advocate for community-based educational accountability that is rooted in Indigenous education sovereignty.

scholarly journals Factors Affecting Students Attraction Towards Jordanian University

2018 ◽  
Vol 10 (1) ◽  
pp. 49
Author(s):  
Dima Musa Al-Dajani ◽  
Mahmood Jasim Alsamydai
Keyword(s):  
Relevant Literature ◽  
Sampling Technique ◽  
Measurement Model ◽  
Economic Factors ◽  
Marketing Communication ◽  
Factors Affecting ◽  
Convenience Sampling ◽  
Selection For ◽  
Selection Of

The aim of this study is to investigate the factors influencing the attraction of students’ selection of Jordanian universities. For this purpose a model has been designed to test these factors. The model is divided into seven dimensions including: university’s attributes, economic factors, Geographic factors, reference groups and marketing communication, Attraction and Selection University.Seven hypotheses were developed based on the dimensions of the study as well as the relevant literature to achieve this aim, the researchers used a convenience sampling technique. A total of (321) respondents completed the research questionnaire, which distributed in (6) private universities which located in Amman. The distributed questionnaire consists of (35) questions that measured using a 5 points liker scale.The collected data were analyzed by using spas for descriptive statistic and amours analysis to assess the structural and measurement model for the proposed study model.The findings indicated that is an impact of all factors on the attraction of students for selection universities.Also, the findings showed the complementary partial role of attraction between the study factors and students' selection for universities.

Effects of Competitive Context and of Additional Information on Price Sensitivity

1986 ◽  
Vol 23 (3) ◽  
pp. 250-260 ◽  
Author(s):  
Joel Huber ◽  
Morris B. Holbrook ◽  
Barbara Kahn
Keyword(s):  
Marketing Research ◽  
Brand Names ◽  
Price Sensitivity ◽  
Brand Name ◽  
Moderating Variables ◽  
Product Categories ◽  
Additional Information ◽  
Quality Ratings ◽  
Managerial Implications

Previous marketing research on the effects of price has tended to ignore the role of such moderating variables as competitive context and the availability of additional information. The authors presented subjects with forced-choice decisions in several product categories. Using a multinomial logit formulation to measure price sensitivity, they find relatively lower price sensitivity (1) when a brand is placed at the upper price-quality boundary of a choice set rather than in the middle, (2) when only brand names are provided as opposed to only quality ratings, and (3) when quality information is added to available brand-name information. They discuss the theoretical and managerial implications of these findings.

Faculty selection of textbooks: Key variables and the role of teaching experience

2010 ◽  
Author(s):  
Aja Taitano ◽  
Bradley Smith ◽  
Cade Hulbert ◽  
Kristin Batten ◽  
Lalania Woodstrom ◽  
...  
Keyword(s):  
Teaching Experience ◽  
Key Variables ◽  
Faculty Selection ◽  
Selection Of

Posttransplant CMV infection and the role of immunosuppression (Sponsor: Novartis Pharma GmbH, Nürnberg)

2016 ◽  
Vol 04 (01) ◽  
pp. 4-10
Keyword(s):  
Lower Incidence ◽  
Paradigm Shift ◽  
Mtor Inhibitor ◽  
De Novo ◽  
Expert Panel ◽  
Risk Of Infection ◽  
Cmv Infection ◽  
Expert Meeting ◽  
Selection Of

AbstractImmunosuppression permits graft survival after transplantation and consequently a longer and better life. On the other hand, it increases the risk of infection, for instance with cytomegalovirus (CMV). However, the various available immunosuppressive therapies differ in this regard. One of the first clinical trials using de novo everolimus after kidney transplantation [1] already revealed a considerably lower incidence of CMV infection in the everolimus arms than in the mycophenolate mofetil (MMF) arm. This result was repeatedly confirmed in later studies [2–4]. Everolimus is now considered a substance with antiviral properties. This article is based on the expert meeting “Posttransplant CMV infection and the role of immunosuppression”. The expert panel called for a paradigm shift: In a CMV prevention strategy the targeted selection of the immunosuppressive therapy is also a key element. For patients with elevated risk of CMV, mTOR inhibitor-based immunosuppression is advantageous as it is associated with a significantly lower incidence of CMV events.

Energy Efficiency Analysis in ERA using NFL-BA Algorithm

2020 ◽  
pp. 340-348
Author(s):  
Palky Mehta ◽  
H. L. Sharma
Keyword(s):  
Cluster Head ◽  
Vital Role ◽  
Wireless Sensor ◽  
Energy Usage ◽  
Cluster Heads ◽  
Comparison Results ◽  
Current Scenario ◽  
Energy Efficiency Analysis ◽  
Selection Of

In the current scenario of Wireless Sensor Network (WSN), power consumption is the major issue associated with nodes in WSN. LEACH technique plays a vital role of clustering in WSN and reduces the energy usage effectively. But LEACH has its own limitation in order to search cluster head nodes which are randomly distributed over the network. In this paper, ERA-NFL- BA algorithm is being proposed for selects the cluster heads in WSN. This algorithm help in selection of cluster heads can freely transform from global search to local search. At the end, a comparison has been done with earlier researcher using protocol ERA-NFL, which clearly shown that proposed Algorithm is best suited and from comparison results that ERA-NFL-BA has given better performance.

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