WAYS TO TRANSLATE FOREIGN BRANDS INTO CHINESE

2019 ◽  
Author(s):  
Victoria Poleschuk ◽  
◽  
Sofya Pakhomova ◽  
Keyword(s):  
Brand Names ◽  
High Quality ◽  
Foreign Brand ◽  
Free Translation ◽  
Foreign Brands

This article is devoted to the analysis of the peculiarities of the translation of the names of some well-known foreign brands, in particular the ways of their translation. Translation of a foreign brand should be understandable, memorable and attractive to the consumer. There are many ways to achieve high-quality translation. The foreign brand names that we reviewed were translated into Chinese by transliteration, adaptation, literal and free translation.

When foreign brands appear local, and local brands appear foreign

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Bo Chen
Keyword(s):  
Developing Countries ◽  
Purchase Intention ◽  
Empirical Studies ◽  
Country Of Origin ◽  
Developed Countries ◽  
Brand Names ◽  
Content Type ◽  
Product Categories ◽  
Foreign Brand ◽  
Foreign Brands

PurposeBoth foreign and local companies frequently name their brands in foreign language on the market of developing countries, and some of them choose to disclose the brands' country of origin to consumers. The purpose of this research is to investigate the joint effects between the practices of disclosing the actual country of origin of the brands and the language of the brand names on consumers' purchase intention for foreign brands and local brands in developing countries.Design/methodology/approachThe proposed hypotheses were tested in two studies, namely an experiment and a field experimental survey, with stimuli from two product categories.FindingsThe results of the two empirical studies with Chinese participants consistently demonstrate that revealing the actual country of origin of the brands undermines consumers' purchase intention for local brands that use foreign brand names, but does not impact consumers' purchase intention for foreign brands that use local brand names.Originality/valueThis research first investigates the effects of adapting the brand names into local language of developing countries for brands from developed countries on consumers' purchase intention, which provides new insight into the literature on foreign branding and country of origin effects as well as practical implications for brand managers.

scholarly journals Retention or defection? Chinese consumers’ decision-making styles for domestic and global brands

2016 ◽  
Vol 47 (4) ◽  
pp. 83-92
Author(s):  
S. Y. Tzeng ◽  
W. M. Wong
Keyword(s):  
Decision Making ◽  
Marketing Strategies ◽  
High Price ◽  
Chinese Consumers ◽  
High Quality ◽  
Global Brands ◽  
Decision Making Styles ◽  
Managerial Implications ◽  
Foreign Brands ◽  
Sports Shoes

This study explores consumers’ decision-making in terms of intention to switch to foreign brands from domestic brands when purchasing cell phones and sports shoes. A survey of 584 undergraduates in Guangdong, China, shows that domestic brands retain their low quality-conscious, low fashion-and-recreational-conscious and low price-conscious customers and attract low brand-conscious and high choice-confused buyers from foreign brands. Foreign brands typically retain their consumers who are highly conscious of fashion and recreation and keep and draw customers with low choice confusion. High-price-conscious consumers and those who are highly brand-confused will assess foreign and domestic brands when searching for bargains. Regarding managerial implications, local brands should offer products of high quality at low pricesand constantly invest in R&D; foreign brands may expand their customer bases and build interactive brand channels; all companies can retain brand-confused customers with preferential packages and design their marketing strategies based on decision-making styles of their target consumers.

The Double-Edged Sword of Foreign Brand Names for Companies from Emerging Countries

2012 ◽  
Vol 76 (6) ◽  
pp. 21-37 ◽  
Author(s):  
Valentyna Melnyk ◽  
Kristina Klein ◽  
Franziska Völckner
Keyword(s):  
Emerging Countries ◽  
Brand Names ◽  
Foreign Brand

Effect of Ethnocentrism and Attitude Towards Foreign Brands in Purchase Decision

2019 ◽  
Vol 24 (3) ◽  
pp. 320-329
Author(s):  
Tijo Thomas ◽  
Naveli Singh ◽  
K. G. Ambady
Keyword(s):  
Automobile Industry ◽  
Purchase Decision ◽  
Indian Market ◽  
Goods And Services ◽  
Foreign Brand ◽  
Foreign Brands ◽  
Domestic Products ◽  
Domestic Companies ◽  
Self Administered Questionnaire ◽  
Made In

Ethnocentrism refers to the intense preference for domestic products or a moral obligation to buy domestic products. With an extraordinary amount and variety of foreign goods and services now being made available to the Indian market, the level of competition faced by domestic companies has tremendously increased. This forms the need for domestic marketers to understand how the ethnocentrism and attitude of consumers towards foreign brands influence their purchase decision. In order to appeal to the Indian market better, many companies have started using patriotic advertising to evoke patriotic and nationalistic emotions among consumers. One such industry that utilizes such patriotic strategies is the automobile industry. The main objective of the study is to understand the effect that ethnocentrism and attitude towards foreign brands have on consumer’s purchase of automobiles. To measure the same, a survey consisting of a self-administered questionnaire with a sample size of 108 was conducted. For data analysis purpose, exploratory factor analysis, CART technique and regression analysis have been used in the study. CART technique has been used to develop a model keeping ethnocentrism and attitude as the base. The results of the study show that attitude has turned out to be dominant over ethnocentrism and has a significant role to play in persuading consumers to buy cars of an Indian or a foreign brand. The findings also show that ethnocentrism influences attitude which in turn influences purchase decision. The implications of the study suggest that domestic marketers should imply patriotic advertising in their marketing initiatives and also recommend them to highlight the ‘Made in India’ tag. The study also suggests foreign marketers operating in the Indian market to focus less on the country-of-origin and focus more on the technicalities of the product because attitude towards foreign brands is a major contributor towards the purchase decision.

The effect of the moral failure of a foreign brand on competing brands

2017 ◽  
Vol 51 (5/6) ◽  
pp. 903-922 ◽  
Author(s):  
Amro A. Maher ◽  
Anusorn Singhapakdi
Keyword(s):  
Real Life ◽  
Product Category ◽  
Content Type ◽  
Moral Failure ◽  
Foreign Brand ◽  
Intention To Purchase ◽  
Negative Effect ◽  
Foreign Brands ◽  
The Impact ◽  
Positive Effect

Purpose The purpose of this paper is to examine the impact of the moral failure of a scandalized foreign brand afflicted with a product-harm crisis on competing brands (i.e. within the same product category) while taking into account the country of origin (COO) of the brands. Design/methodology/approach This paper presents the results of two studies. The first study uses an experimental design, while the second uses a survey to examine a real-life product-harm crisis. Findings The results indicate that the moral failure of a scandalized foreign brand has an indirect negative effect on the intention to purchase competing foreign brands from the COO of the scandalized foreign brand. This effect is, however, reversed for domestic brands, where moral failure has an indirect positive effect on the intention to purchase competing domestic brands. Research limitations/implications The results of this research were based on an examination of how US consumers responded to the moral failure of Japanese and German brands. Future studies should examine brands from different COOs in different countries. Practical implications These results suggest that competing foreign brands from the COO of the scandalized brand should collaborate to quickly handle a product-harm crisis to prevent a spillover and that domestic competitors should capitalize on the opportunity to attract new customers. Originality/value This study represents a first attempt to examine the effect of a foreign brand’s moral failure in handling product-harm crisis on competing brands, both foreign and domestic.

Examining brand origin recognition accuracy in Indonesia

2016 ◽  
Vol 28 (5) ◽  
pp. 878-897 ◽  
Author(s):  
Fandy Tjiptono ◽  
Haja Tiana Rakotondrainibe Andrianombonana
Keyword(s):  
Purchase Intention ◽  
Recognition Accuracy ◽  
Brand Names ◽  
Content Type ◽  
Brand Evaluation ◽  
Local Companies ◽  
Foreign Brands ◽  
The Relationship ◽  
Populous Country ◽  
Origin Recognition

Purpose Brand origin (BO) has been suggested as an important determinant of brand evaluation and purchase intention. However, previous studies have indicated that consumers have limited knowledge and ability to recognize national origin of brands. The purpose of this paper is to assess brand origin recognition accuracy (BORA) and its relationships with brand evaluation and purchase intention in the Indonesian laptop market. Design/methodology/approach A convenient sample of 195 people in Daerah Istimewa Yogyakarta participated in the survey. They were given a list of 18 laptop brands (four local and 14 foreign brands) and were asked to identify their actual national origins. Findings The study found that consumers are more likely to misidentify than correctly recognize a true BO. This limited ability also has contributed to the low BORA scores for both local and foreign brands. Brand evaluation was found to be positively correlated with purchase intention. However, the current study could only find partial supports for the relationship between BORA scores and brand evaluation as well as purchase intention. Practical implications Many Indonesian consumers are unaware of the laptops’ BO, whether it is foreign or local. Companies need to inform, educate, and/or remind consumers of their brand’s true origin and avoid being associated with a weaker country image. Furthermore, despite all four Indonesian laptop brand names seem to use non-Indonesian names, only one brand gains a slightly better brand evaluation from favorable misclassification. It may suggest that the effectiveness of foreign branding strategy in the Indonesian laptop market is debatable. Originality/value This is one of the few studies examining BORA in Indonesia, the world’s fourth most populous country and the largest laptop market in Southeast Asia.

scholarly journals Does Licensing of Health Care Professionals Improve Health Care?

2007 ◽  
Vol 93 (3) ◽  
pp. 13-19
Author(s):  
Randall G. Holcombe
Keyword(s):  
Health Care ◽  
Private Sector ◽  
Health Care Professionals ◽  
Brand Names ◽  
Regulatory Agencies ◽  
High Quality ◽  
Quality Health Care ◽  
Wide Range ◽  
Quality Health ◽  
High Quality Health Care

ABSTRACT If government licensing of health care professionals were eliminated, a wide range of private sector alternatives would emerge to replace current licensing systems. Some of those systems, such as private sector regulatory agencies and brand names, could play a large role in ensuring high-quality health care, and other mechanisms, such as board certification and hospital practicing privileges, already are in place. Non-governmental mechanisms to ensure high-quality health care would work better if all government restrictions on health care professionals were eliminated.

scholarly journals The halo effect of foreign brands on the misclassification of local brands

2019 ◽  
Vol 14 (4) ◽  
pp. 357-371
Author(s):  
Sulhaini Sulhaini ◽  
Baiq Handayani Rinuastuti ◽  
Dwi Putra Buana Sakti
Keyword(s):  
South Korea ◽  
Developed Countries ◽  
Halo Effect ◽  
Negative Attitudes ◽  
Foreign Brand ◽  
Foreign Brands

Abstract Consumers generally lack the ability to identify brands’ true origins, with their attribution of the wrong origins to well-known brands showing their underlying attitudes. This study suggests that the misclassification of local brands in Indonesia is driven by the halo effect of foreign brands (i.e., brands from Japan, South Korea and China) and the inferior image of locally made products. These constructs, however, differently affect Indonesian consumers’ attitudes towards local brands. This study strongly suggests that, when consumers misperceive local brands as being from more developed countries, they tend to show negative attitudes towards local brands. This study provides useful recommendations for both local and foreign brand owners seeking strategies to enhance competitiveness in the Indonesian market.

Buy domestic or foreign brands? The moderating roles of decision focus and product quality

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sherry Xueer Yu ◽  
Guang Zhou ◽  
Jing Huang
Keyword(s):  
Developing Countries ◽  
Product Quality ◽  
Consumer Preference ◽  
Moderating Effects ◽  
Content Type ◽  
Foreign Brand ◽  
Foreign Brands ◽  
General Preferences ◽  
Practical Implications

PurposeThis article sought to explore the effect of brand origin on consumer preference and examine the moderating effects of decision focus (buying for self vs buying for others) and product quality.Design/methodology/approachThe authors conducted two studies to test our hypotheses. In Study 1, the authors explored consumers' general preferences for domestic and foreign brands. Based on the evidence, Study 2 further explored the moderating roles of decision focus and product quality.FindingsIn general, consumers in developing countries prefer foreign brands. The effect can be moderated by the decision focus that this preference will be more obvious when consumers buy for others than when they buy for themselves. Product quality can also moderate the role of decision focus; in other words, consumers' preference for foreign brand when buying for others will be stronger when the product quality is low than when the product quality is high.Practical implicationsForeign brands have a natural appeal to local consumers in developing countries. Moreover, foreign brands can also invoke consumers' awareness of buying for others (such as giving gifts) to boost sales. Domestic brands are at a disadvantage comparing to foreign brands, but they can increase their attractiveness by invoking consumers' awareness of rewarding themselves. In addition, domestic brands need to improve product quality to fundamentally improve their competitiveness.Originality/valueThe research contributed to literature by combining decision focus and product quality in studying consumer preference for domestic and foreign brands from the perspective of construal level theory, which provides valuable insights in the field of international marketing and consumer behavior.

PERLINDUNGAN HUKUM BAGI PEMEGANG HAK ATAS MEREK ASING DI INDONESIA (Studi Putusan Mahkamah Agung Nomor 264/K/PDT.SUS-HKI/2015)

2020 ◽  
Vol 8 (1) ◽  
pp. 130
Author(s):  
Raden Ajeng Cendikia Aurelie Maharani ◽  
Hernawan Hadi
Keyword(s):  
Legal Protection ◽  
Geographical Indications ◽  
Legal Research ◽  
National Treatment ◽  
Brand Protection ◽  
Foreign Brand ◽  
Foreign Brands ◽  
Principle Of National Treatment ◽  
Paris Convention

<p>Abstract<br />This article aims to legal protection for foreign brands (famous) against the removal of a foreign brand (famous) listed as well as knowing clearly study the sentence “usage” in section 74 subsection (1) of Law Number 20 year 2016 about brands and geographical indications. Legal research this is a normative penilitian or dokterial, and prescriptive in nature. The source of the legal materials that are used in the form of primary and secondary legal materials. The method of collecting the material used is the legal syllogism by using deductive thinking patterns. Based on the results of research and discussion of results that PT Inter IKEA Systems B.V. as famous foreign brands can use brand protection “right Priorities” that bersumberkan to the principles of the Paris Convention effect has been incorporated in the the Treaty of TRIPs, namely with the principle of national treatment. Last usage in section 74 subsection (1) o of Law Number 20 year 2016 about brands and geographical indications stated that the use of the brand in the production of goods or services traded. When the last usage is calculated from the last date of usage even after that the goods concerned are still circulating in the community.<br />Keywords: Legal Protection; Right; Famous Foreign Brands</p><p>Abstrak<br />Artikel ini bertujuan untuk perlindungan hukum bagi merek asing (terkenal) terhadap penghapusan merek asing (terkenal) terdaftar serta mengetahui secara jelas kajian kalimat “pemakaian terakhir” dalam Pasal 74 ayat (1) Undang-Undang Nomor 20 Tahun 2016 tentang Merek dan Indikasi Geografis. Penelitian hukum ini merupakan penilitian normatif atau dokterial, dan bersifat preskriptif. Sumber bahan hukum yang digunakan berupa bahan hukum primer dan sekunder. Tehnik pengumpulan bahan hukum yang digunakan adalah silogisme dengan menggunakan pola berfikir deduktif. Berdasarkan hasil penelitian dan pembahasan ini dihasilkan PT Inter IKEA System BV sebagai merek asing terkenal dapat menggunakan perlindungan merek “Hak Prioritas” yang bersumberkan kepada Konvensi Paris yang asas-asasnya telah digabungkan di dalam perjanjian TRIPs yaitu dengan principle of national treatment. Pemakaian Terakhir dalam Pasal 74 ayat (1) Undang-Undang Nomor 20 Tahun 2016 tentang Merek dan Indikasi Geografis menyatakan bahwa Penggunaan merek tersebut pada produksi barang atau jasa yang diperdagangkan. Saat pemakaian terakhir tersebut dihitung dari tanggal terakhir pemakaian sekalipun setelah itu barang yang bersangkutan masih beredar di masyarakat.<br />Kata Kunci: Perlindungan Hukum; Hak; Merek Asing Terkenal</p>

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