The effect of a Chinese translated brand name cue on brand associations

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The effect of a Chinese translated brand name cue on brand associations

 

Author: Fu, Siu-fong Isabel
Title: The effect of a Chinese translated brand name cue on brand associations
Degree: Ph.D.
Year: 2007
Subject: Hong Kong Polytechnic University -- Dissertations.
Advertising -- Brand name products.
Business names -- Translations.
Product management -- China -- Hong Kong.
Department: Dept. of Management and Marketing
Pages: vii, 201 p. : col. ill. ; 30 cm.
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b2165706
URI: http://theses.lib.polyu.edu.hk/handle/200/221
Abstract: When international marketers expand into a new foreign country, a critical decision that they must make is whether to standardize or customize the various elements of their brand. Of all the branding elements, a product's brand name is perceived to be the most explicit peripheral cue that captures the immediate attention of consumers and influences their perception and evaluation of the product. Brand names are frequently used by consumers as "informational chunks" that represent a composite of information about a product's attributes. More importantly, the country of origin effect, which is demonstrated to have a strong influence on the associations that consumers make about a brand, is also inherent in a brand name. The objective of this research is to explore the moderating effect of the two product relevancy variables of hedonism and consumer involvement on the relationship between brand name translation into Chinese and brand associations. An experiment was conducted with a 2x2x2 factorial design framework in which translation, hedonism, and involvement were manipulated. The research results provide useful guidelines for marketing managers to consider when devising an international brand-name strategy and positioning strategy. The results indicate that the presence or absence of a translated Chinese brand name has a significant influence on the brand associations that consumers make. It is noteworthy that Chinese consumers generally favor products that do not carry a translated Chinese brand name. The interaction effect of hedonism and translation is a very powerful moderator of brand associations, including overall brand attitude, perceived quality, and purchase intention. Hedonic products are found to be rated more positively if they only carry a foreign brand name and no translated Chinese brand name, whereas utilitarian products are rated more positively if they carry both a foreign brand name and a translated Chinese brand name. Involvement is also found to be a strong moderator of the relationship between brand name translation, perceived quality, and purchase intention, with the interaction being particularly pronounced for high-involvement products than for low-involvement products. However, involvement is found to have no significant interaction effect on the relationship between brand name translation and overall attitude. Finally, it is found that Chinese consumers generally favor hedonic products over utilitarian products, and generally rate hedonic products more positively with respect to the three dimensions of brand associations. To conclude, this research contributes to the branding literature by identifying that a product's brand name has a differing degree of influence on brand associations that depends on the product relevancy (degree of hedonism and consumer involvement). Marketing managers are therefore advised to pay attention to product relevancy positioning before considering other branding issues. The theoretical and managerial implications of the findings are discussed.

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