scholarly journals Brand Name Types and Consumer Demand: Evidence from China’s Automobile Market

2018 ◽  
Vol 56 (1) ◽  
pp. 158-175 ◽  
Author(s):  
Fang Wu ◽  
Qi Sun ◽  
Rajdeep Grewal ◽  
Shanjun Li
Keyword(s):  
Multinational Firms ◽  
Consumer Demand ◽  
Choice Model ◽  
Two Dimensions ◽  
Brand Names ◽  
Foreign Firms ◽  
Brand Name ◽  
Chinese Consumers ◽  
Chinese Firms ◽  
Automobile Sales

Brand naming challenges are more complex in logographic languages (e.g., Chinese), compared with phonographic languages (e.g., English) because the former languages feature looser correspondence between sound and meaning. With these two dimensions of sound and meaning, the authors propose a four-way categorization of brand name types for logographic languages: alphanumeric, phonetic, phonosemantic, or semantic. Using automobile sales data from China and a discrete choice model for differentiated products, the authors relate brand name types to demand, with evidence showing that Chinese consumers preferred vehicle models with semantic brand names (7.64% more sales than alphanumeric) but exhibited the least preference for phonosemantic names (4.92% lower sales than alphanumeric). Domestic Chinese firms benefited from semantic brand names, whereas foreign firms gained from using foreign-sounding brand names. Entry-level products performed better with semantic brand names, and high-end products excelled when they had foreign-sounding brand names. Thus, the four-way categorization of brand name types should help multinational firms and domestic Chinese firms understand and leverage the association between brand name types and consumer demand.

Transference of brand personality in brand name translation: A case study on the Chinese-English translation of men’s clothing brands

Semiotica ◽  
2019 ◽  
Vol 2019 (230) ◽  
pp. 475-493
Author(s):  
Ying Cui
Keyword(s):  
English Translation ◽  
Brand Personality ◽  
Brand Names ◽  
Brand Name ◽  
Cultural Meanings ◽  
Chinese Consumers ◽  
Personality Dimensions ◽  
Self Perceptions ◽  
Chinese And English

Abstract Brand names are endowed with personalities that appeal to consumers, and such personalities are often adjusted in translation. This research aims to explore the transference of brand personality dimensions in the Chinese-English translation of men’s clothing brands, which embody consumers’ values and self-perceptions as well as social cultural meanings, in the hope of revealing male consumers’ psychological characteristics and providing a reference for translators. This investigation studies the brand personality frameworks for English and Chinese consumers, analyzes a corpus of 477 Chinese-English men’s clothing brands, summarizes the major personality dimensions for men’s clothing brands, and explores how they are transferred in translation. As brand personalities reflect target consumers’ psychology to a certain extent, exploring the transference of brand personality dimensions in the Chinese-English translation of men’s clothing brands can reveal the differences between Chinese and English male consumers’ values and mentality, which can serve as a reference for translators and international businesses.

Communication across languages and cultures

2008 ◽  
Vol 18 (2) ◽  
pp. 225-246 ◽  
Author(s):  
Jian Sang ◽  
Grace Zhang
Keyword(s):  
Target Group ◽  
Brand Names ◽  
Communication Strategy ◽  
Successful Outcome ◽  
Brand Name ◽  
Chinese Consumers ◽  
Systematic Analysis ◽  
Cross Cultural Communication ◽  
Linguistic Transfer ◽  
Oriented Approach

Communication across languages and cultures is a markedly complex issue, and translation is more than just a careful linguistic transfer: it is a purposeful action designed to achieve the most effective result in a target group. Few studies have discussed the role of communicative intent in translation, and this paper is a small step towards filling the gap. The conceptual framework adopted in this study is Skopostheorie (Vermeer, 1989), a functionalist approach with an emphasis on communicative Skopos (purpose or aim), target texts and audiences. Using a method of contrastive comparison among effective, ineffective and controversial brand name translations from English to Mandarin Chinese, a systematic analysis is conducted regarding four translation strategies: phonetic appeal, suitable meaning, socio-cultural adaptation and consumer acceptance. The findings demonstrate that any effective communication strategy needs to be in accordance with the communicative purpose of achieving an optimal impact upon the target group, and a successfully translated brand name should function in a target culture as effectively as the original name in a source culture. They suggest that a function oriented approach, rather than a source-text oriented approach, holds the key for a successful outcome. The most important thing is that translated brand names suit the needs of Chinese consumers. This study is significant in that it challenges the traditional sound/meaning-based approach, and provides enriched understanding of the importance of achieving communicative purposes and optimal functional impact in a target group. The insights gained from this study add a vital conceptual dimension to the study of translation, and cross-cultural communication in general. In addition, the findings of this study may also provide practical assistance for an effective outcome in translation, and have pedagogical value in the teaching of translation. While the discussion in this study is based on Chinese data, the findings have implications for the translation of other languages.

scholarly journals Foreign Firms and Indigenous Technology Development in the People's Republic of China

2013 ◽  
Vol 30 (2) ◽  
pp. 49-75 ◽  
Author(s):  
Fredrik Sjöholm ◽  
Nannan Lundin
Keyword(s):  
Multinational Firms ◽  
Technology Development ◽  
Manufacturing Sector ◽  
Foreign Firms ◽  
People’S Republic Of China ◽  
People's Republic Of China ◽  
Chinese Firms ◽  
Republic Of China ◽  
The Impact ◽  
Local Firms

The People's Republic of China (PRC) is currently promoting indigenous technology development through support of Chinese firms and, arguably, by restricting operations of foreign multinational firms. This policy seems to overlook the impact of foreign firms on technology development in local firms. For instance, technology might leak out to local firms though spillovers. Moreover, competition from foreign firms might force local firms to engage in technology development. We examine the impact of foreign direct investment (FDI) on technology development in the PRC. We start by surveying a large and growing literature on FDI and spillovers in the country. Most previous studies find evidence of positive spillovers. We then continue to examine the effect of FDI on competition in the Chinese manufacturing sector and the effect of competition on firms’ research and development (R&D). Our analysis is conducted on a large dataset including all large- and medium-sized Chinese firms over the period 1998–2004. Our results show that FDI increases competition but there are no strong indications of competition affecting investments in R&D.

EXPRESS: Is Nestlé a Lady? The Feminine Brand Name Advantage

2021 ◽  
pp. 002224292199306
Author(s):  
Ruth Pogacar ◽  
Justin Angle ◽  
Tina M. Lowrey ◽  
L. J. Shrum ◽  
Frank R. Kardes
Keyword(s):  
Boundary Conditions ◽  
Brand Names ◽  
Brand Name ◽  
Brand Performance ◽  
The Feminine ◽  
And Performance ◽  
Typical User

A brand name’s linguistic characteristics convey brand qualities independent of the name’s denotative meaning. For instance, name length, sounds, and stress can signal masculine or feminine associations. This research examines the effects of such gender associations on three important brand outcomes: attitudes, choice, and performance. Across six studies using both observational analyses of real brands and experimental manipulations of invented brands the authors show that linguistically feminine names increase perceived warmth, which improves brand outcomes. Feminine brand names enhance attitudes and choice share–both hypothetically and consequentially–and are associated with better brand performance. The authors establish boundary conditions, showing that the feminine brand name advantage is attenuated when the typical user is male and when products are utilitarian.

scholarly journals Chinese Service Multinationals: The Degree of Internationalization and Performance

2021 ◽  
Author(s):  
Ziyi Wei ◽  
Quyen T. K. Nguyen
Keyword(s):  
Financial Performance ◽  
Multinational Enterprises ◽  
Home Country ◽  
Academic Research ◽  
Brand Names ◽  
Theoretical Development ◽  
Superior Performance ◽  
Foreign Firms ◽  
Service Firms ◽  
Degree Of Internationalization

AbstractWe investigate the degree of internationalization of Chinese service multinational enterprises (MNEs) and their performance relative to global peers operating in the same industries, using the benchmarking method with the industry financial data. Our theoretical development is based upon Verbeke and Forootan (2012)’s framework, grounded in “new” internalization theory, arguing that an MNE’s financial performance is fundamentally determined by its firm-specific advantages (FSAs). Here FSAs include not only conventional strengths in R&D and brand names, but also the recombination capabilities, which is a higher-order FSA. We theorize that Chinese service MNEs develop FSAs, which are built upon home country-specific advantages (CSAs) and thus their FSAs are home country-bound in nature. They have not yet been able to develop advanced management capabilities through recombination with host CSAs. We empirically examine the largest 500 Chinese service firms. We find that only 23 Chinese service firms are true MNEs, whereas the majority of them are purely domestic firms. The financial performance of Chinese service MNEs is poor relative to global peers. They internationalize mainly through acquisitions of foreign firms, which help them increase their foreign sales, but they are not able to achieve superior performance in overseas operations. We discuss the strategic implications of our findings for managers, public policy makers, and academic research.

Knowledge of Brand and Preference

1995 ◽  
Vol 76 (3_suppl) ◽  
pp. 1297-1298 ◽  
Author(s):  
Pamela Bonham ◽  
Dana Greenlee ◽  
Cherly Sue Herbert ◽  
Lidi Hruidi ◽  
Cheryl Kirby ◽  
...  
Keyword(s):  
Consumer Products ◽  
Brand Names ◽  
Brand Name ◽  
Lack Of Knowledge

In a test of whether knowledge of brand influenced 74 subjects' preferences for chocolate candy, knowledge of brand name was associated with preference for the brand. Lack of knowledge of the distinction between brand-name and generic candies was associated with no preference. Gender was not a factor. The results are discussed in terms of the role brand names play in the attractiveness of consumer products.

Lifestyles and Mobile Services Adoption in China

2014 ◽  
Vol 10 (3) ◽  
pp. 36-53 ◽  
Author(s):  
Shang Gao ◽  
John Krogstie ◽  
Zhihao Chen ◽  
Wenyan Zhou
Keyword(s):  
Mobile Devices ◽  
Mobile Services ◽  
Two Dimensions ◽  
Central China ◽  
Potential Importance ◽  
Wireless Technology ◽  
Chinese Consumers ◽  
Chinese Context ◽  
The Relationship ◽  
Quality Awareness

Along with the popularity of mobile devices and advances in wireless technology, mobile services have become more and more prevalent. To the best of knowledge, despite the potential importance of lifestyle, little research has been performed on the effect of various lifestyle factors on mobile services diffusion, particularly in the Chinese context. This study examines the relationship between the lifestyles of Chinese consumers and the adoption of mobile services. Based on a sample of 313 respondents from the biggest city in central China, one can show that consumers with different lifestyles have different preferences related to a number of the identified mobile services. Furthermore, Chinese consumers are clustered into four lifestyle segments by two dimensions: the quality-awareness fashionable dimension and the economical dimension. The findings demonstrate that the quality-awareness fashionable dimension has stronger impact than the economical dimension toward the adoption of all the five types of mobile services.

Do you remember me? Women sexual objectification in advertising among young consumers

2020 ◽  
Vol 21 (1) ◽  
pp. 77-90
Author(s):  
Lizardo Vargas-Bianchi ◽  
Marta Mensa
Keyword(s):  
Latin American ◽  
Cultural Context ◽  
Brand Names ◽  
Western World ◽  
Sexual Objectification ◽  
Brand Name ◽  
Relevant Variable ◽  
Content Type ◽  
Quasi Experimental ◽  
Probabilistic Sample

Purpose The purpose of this paper is to examine the effect on brand name recall in advertisements with varying levels of female sexual objectification content among young millennials and the effect of distraction on this recall effort. The question arises whether this group evokes those brands that appear in advertisements using different levels of objectification content. Design/methodology/approach The study uses a correlational design that includes two studies with different groups of subjects: an assessment of perceived female sexual objectification levels in a set of ads and a quasi-experimental study that used the assessed perceived levels of female objectification and brand name short-term recall scores of those ads, with and without the intervention of an attention distractor. Findings Results suggest that female sexual objectification content exerts a limited influence on brand name recall between participants. In addition, it is not men who remember brand names from ads using sexual objectified images, but young women. Research limitations/implications The study had an exploratory scope and used a small non-probabilistic sample. Subjects belong to a cultural context of Western world developing economy, and thus perceived female objectification may vary between different cultural settings. Results refer to graphic advertisements, though this cohort is exposed to other audiovisual content platforms. Originality/value Several studies have addressed female objectification in advertising and media, but few focused on young Latin American audiences and its impact on the recollection of advertised brands. Brand name retention and awareness is still a relevant variable that the advertising industry takes in account as one of several predictors toward buying decisions. Even less research has been made on Latin American social and cultural contexts.

My brand identity lies in the brand name: personified suggestive brand names

2020 ◽  
Vol 27 (5) ◽  
pp. 607-621
Author(s):  
Selcan Kara ◽  
Kunter Gunasti ◽  
William T. Ross
Keyword(s):  
Brand Names ◽  
Brand Identity ◽  
Brand Name

China—US Trade War: A Modern Version of the Thucydides Trap

2018 ◽  
Vol 10 (04) ◽  
pp. 5-23
Author(s):  
Yuqing XING
Keyword(s):  
United States ◽  
European Union ◽  
The United States ◽  
Foreign Firms ◽  
Level Playing Field ◽  
The European Union ◽  
Chinese Consumers ◽  
Playing Field ◽  
Thucydides Trap ◽  
Trade War

China—US trade war looks like a modern version of the Thucydides Trap. The devastating consequences of the trade war can be avoided if China takes the drastic step to open its market to US firms and allow foreign firms to have a level playing field to compete with Chinese firms. It is time that Chinese consumers embrace products “made beyond China”. Strengthening economic cooperation with the European Union (EU) and Japan would give China the leverage to counterbalance the pressure of the United States. China, however, should be ready to offer significant concessions in opening its domestic market too.

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