Research on Chinese Brand Translation Strategies and Cultural Value Association: Chinese Brands' Globalization Development in the Pakistani Market

doi:10.15936/j.cnki.1008-3758.2022.02.006

Abstract

Abstract: Taking the market of Pakistan， an important node country along “the Belt and Road”， as an example， through empirical research， the cultural value associations of four brand translation strategies (phonetic， semantic， phonosemantic and pinyin) and the impact on brand translation effectiveness are examined. The results show that for Pakistani consumers， compared with phonetic and pinyin， semantic and phonosemantic have higher cultural value association and brand translation effectiveness， and phonosemantic with high (vs. low) product value perception have higher cultural value association than semantic， personal conservatism negatively moderates the brand translation effectiveness of low cultural value association strategies， and personal autonomy and biculturalism (vs. monoculturalism) positively moderate the brand translation effectiveness of low (vs. high) cultural value association strategies.

Key words: brand translation strategy; cultural value association; brand translation effectiveness; product value perception; “the Belt and Road” initiative

CLC Number:

F752

HUO Chunhui， PANG Ming， YUAN Shaofeng. Research on Chinese Brand Translation Strategies and Cultural Value Association: Chinese Brands' Globalization Development in the Pakistani Market[J]. Journal of Northeastern University(Social Science), 2022, 24(2): 44-51.

References

[1]刘建丽，刘瑞明. 来源国形象、消费者偏见与中国品牌跨国营销——中国电子产品在美国的品牌来源国效应检验［J］. 经济管理， 2020，42(3):133-150.
[2]Lee S. When Does the Developing Country Brand Name Alleviate the Brand Origin Effect? Interplay of Brand Name and Brand Origin［J］. International Journal of Emerging Markets， 2019，15(2):387-402.
[3]黄静，肖皓文，许新宇，等. 双语品牌名称的呈现顺序对消费者品牌评价的影响［J］. 商业经济与管理， 2020(11):63-73.
[4]Schmitt B H，Pan Y G，Tavassoli N T. Language and Consumer Memory: the Impact of Linguistic Differences Between Chinese and English［J］. Journal of Consumer Research， 1994，21(3):419-431.
[5]胡红梅. “一带一路”建设下丝绸之路旅游品牌共享机制构建［J］. 改革与战略， 2018，34(2):127-130.
[6]刘家凤，何自然. 品牌名称翻译中的重命名——再论语用翻译的主体性［J］. 中国翻译， 2015(2):103-106.
[7]Kum D，Lee Y H，Qiu C. Testing to Prevent Bad Translation: Brand Name Conversions in Chinese-English Contexts［J］. Journal of Business Research， 2011，64(6): 594-600.
[8]Zhang J. The Persuasiveness of Individualistic and Collectivistic Advertising Appeals Among Chinese Generation-X Consumers［J］. Journal of Advertising， 2010，39(3):69-80.
[9]Keh H T，Torelli C J，Chiu C Y，et al. Integrative Responses to Culture Mixing in Brand Name Translations: the Roles of Product Self-expressiveness and Self-relevance of Values Among Bicultural Chinese Consumers［J］. Journal of Cross-cultural Psychology， 2016，47(10):1345-1360.
[10]Wu F，Sun Q，Grewal R，et al. Brand Name Types and Consumer Demand: Evidence from China's Automobile Market［J］. Journal of Marketing Research， 2019，56(1):158-175.
[11]宋周莺，祝巧玲. “一带一路”背景下的中国与巴基斯坦的贸易关系演进及其影响因素［J］. 地理科学进展， 2020，39(11):1785-1797.
[12]Zhang S，Schmitt B H. Creating Local Brands in Multilingual International Markets［J］. Journal of Marketing Research， 2001，38(3):313-325.
[13]Zhang S，Schmitt B H. Activating Sound and Meaning: the Role of Language Proficiency in Bilingual Consumer Environments［J］. Journal of Consumer Research， 2004，31(1):220-228.
[14]Hong F C，Pecotich A，Shultz C J. Brand Name Translation: Language Constraints， Product Attributes， and Consumer Perceptions in East and Southeast Asia［J］. Journal of International Marketing， 2002，10(2):29-45.
[15]Schwartz S H. A Theory of Cultural Values and Some Implications for Work［J］. Applied Psychology， 1999，48(1):23-47.
[16]Torelli C J，Chiu C，Tam K，et al. Exclusionary Reactions to Foreign Cultures: Effects of Simultaneous Exposure to Cultures in Globalized Space［J］. Journal of Social Issues， 2011，67(4):716-742.
[17]Chiu C Y，Mallorie L，Keh H T，et al. Perceptions of Culture in Multicultural Space: Joint Presentation of Images from Two Cultures Increases In-group Attribution of Culture-typical Characteristics［J］. Journal of Cross-cultural Psychology， 2009，40(2):282-300.
[18]Earle M J. A Cross-cultural and Cross-language Comparison of Dogmatism Scores［J］. Journal of Social Psychology， 1969，79(1):19-24.
[19]Krishna A，Ahluwalia R. Language Choice in Advertising to Bilinguals: Asymmetric Effects for Multinationals Versus Local Firms［J］. Journal of Consumer Research， 2008，35(4):692-705.
[20]Hong Y，Benetmartinez V，Chiu C，et al. Boundaries of Cultural Influence Construct Activation as a Mechanism for Cultural Differences in Social Perception［J］. Journal of Cross-cultural Psychology， 2003，34(4):453-464.
[21]Cui Y. The Presentation of Brand Personality in English-Chinese Brand Name Translation［J］. International Journal of Market Research， 2019，61(1):33-49.
[22]李雪欣，张正. 品牌象征价值对消费者价值共创意愿的影响研究——被调节的中介模型［J］. 软科学， 2020，34(8):116-122.
[23]Escalas J E，Bettman J R. Self-construal， Reference Groups， and Brand Meaning［J］. Journal of Consumer Research， 2005，32(3):378-389.
[24]曹丽，李纯青，高杨，等. 积分联盟感知价值及其影响因素对客户忠诚的影响:价格敏感度的调节作用［J］. 管理评论， 2016，28(2):103-115.
[25]吉田顺一. 价值营销与企业文化——生活美学与经营美学的接点［J］. 鱼金涛，译. 外国经济与管理， 1992(11):37-39.
[26]潘煜，高丽，张星，等. 中国文化背景下的消费者价值观研究——量表开发与比较［J］. 管理世界， 2014(4):90-106.
[27]才源源，周漫，何佳讯. “一带一路”背景下中国品牌文化价值观运用分析［J］. 社会科学， 2020(1):38-49.
[28]劳可夫. 消费者创新性对绿色消费行为的影响机制研究［J］. 南开管理评论， 2013，16(4):106-113.
[29]杨永清，张金隆，满青珊. 消费者对移动增值服务的感知风险外向因素及其中的调节效应研究［J］. 经济管理， 2010，32(9):147-155.
[30]Leung K Y，Maddux W W，Galinsky A D，et al. Multicultural Experience Enhances Creativity: the When and How［J］. American Psychologist， 2008，63(3):169-181.