Please use this identifier to cite or link to this item:
|Title:||Testing to prevent bad translation: Brand name conversions in Chinese-English contexts|
|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|
|Appears in Collections:||Staff Publications|
Show full item record
Files in This Item:
There are no files associated with this item.
checked on Feb 28, 2018
WEB OF SCIENCETM
checked on Feb 20, 2018
checked on Apr 21, 2018
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.