Testing to prevent bad translation: brand name conversions in Chinese-English contexts

Title: Testing to prevent bad translation: brand name conversions in Chinese-English contexts
Creator: Kum, Doreen; Lee, Yih Hwai; Qiu, Cheng
Relation: Journal of Business Research Vol. 64, Issue 6, p. 594-600
Publisher Link: http://dx.doi.org/10.1016/j.jbusres.2010.06.015
Publisher: Elsevier
Resource Type: journal article
Date: 2011
Description: 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.
Subject: translation preference; bilinguals; language proficiency; priming
Identifier: http://hdl.handle.net/1959.13/936947
Identifier: uon:12450
Identifier: ISSN:0148-2963
Language: eng
Reviewed

		Thumbnail	File	Description	Size	Format