Please use this identifier to cite or link to this item: https://doi.org/10.1016/j.jbusres.2010.06.015
Title: Testing to prevent bad translation: Brand name conversions in Chinese-English contexts
Authors: Kum, D.
Lee, Y.H. 
Qiu, C.
Keywords: Bilinguals
Language proficiency
Priming
Translation preference
Issue Date: 2011
Source: Kum, D., Lee, Y.H., Qiu, C. (2011). Testing to prevent bad translation: Brand name conversions in Chinese-English contexts. Journal of Business Research 64 (6) : 594-600. ScholarBank@NUS Repository. https://doi.org/10.1016/j.jbusres.2010.06.015
Abstract: This research investigates bilingual consumers' evaluation of brand name translations from logographic-Chinese to alphabetic-English language systems. The research examines four possible methods of translation - semantic, phonetic, phonosemantic and Hanyu Pinyin. Consumers' chronic differences in language proficiency levels and the presence of situational primes relating to phonological or semantic processing jointly influence preferences for the translation methods. In addition to findings consistent with the premise that phonological/semantic processing is effective in alphabetic/logographic languages, this research shows that consumers who are strong in Chinese and weak in English prefer Pinyin translations across all conditions. © 2010 Elsevier Inc.
Source Title: Journal of Business Research
URI: http://scholarbank.nus.edu.sg/handle/10635/43873
ISSN: 01482963
DOI: 10.1016/j.jbusres.2010.06.015
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