The Effects of Brand Translations and Their Cultural Symbolisms on Brand Evaluation Among Young Chinese Consumers

Hean Tat Keh, The University of Queensland, Australia
Carlos Torelli, University of Minnesota, USA
Jessie Hao, Guang Dong University of Foreign Studies, China
Chi-yue Chiu, Nanyang Technological University, Singapore
Young Chinese consumers are more likely to infer individual autonomy values from phonetic/ phonosemantic translations of Western brand names than from semantic translations, particularly for value-expressive products. Because phonosemantic translations also create favorable impressions of cultural sensitivity, they are the most favorably evaluated. Self-relevance of autonomy values moderates the effects.
[ to cite ]:
Hean Tat Keh, Carlos Torelli, Jessie Hao, and Chi-yue Chiu (2011) ,"The Effects of Brand Translations and Their Cultural Symbolisms on Brand Evaluation Among Young Chinese Consumers", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 70-71.