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Journal of International Consumer Marketing Volume 29, 2017 - Issue 3
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Original Articles

Translating Brand Names Effectively: Brand Attitude Reversal and Perceived Brand Name Translation Relevance in an Emerging Market

Paul ChaoDepartment of Marketing, College of Business, Eastern Michigan University, Ypsilanti, Michigan, USACorrespondence[email protected]
&
Shengdong LinDepartment of Advertising, Journalism and Communication School, Xiamen University, Xiamen, ChinaCorrespondence[email protected]
Pages 120-134 | Published online: 03 Mar 2017

Citations (8)

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Read on this site (2)

Fanny Fong Yee Chan. (2023) A Systematic Analysis of Non-accidental Visual-Spatial Properties in Chinese Brand Names and Their Esthetic Associations. Journal of Global Marketing 36:5, pages 339-355.
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Jong-mi Kim. (2020) The Linguistics of Name Translation: Preferred Personal and Business Names in English, Korean, and Chinese. Names 68:2, pages 104-124.
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Articles from other publishers (6)

Grzegorz Godlewski & Mirosław Zalech. (2022) Determinants of paying attention to the logos of online travel agencies. Journal of Vacation Marketing 29:4, pages 584-601.
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Maral Abdollahi, Yuming Fang, Hanjie Liu & Claire M. Segijn. 2023. Advances in Advertising Research (Vol. XII). Advances in Advertising Research (Vol. XII) 65 80 .
Charitha Harshani Perera, Rajkishore Nayak & Long Van Thang NguyenCharitha Harshani Perera, Rajkishore Nayak & Long Van Thang Nguyen. 2022. Social Media Marketing and Customer-Based Brand Equity for Higher Educational Institutions. Social Media Marketing and Customer-Based Brand Equity for Higher Educational Institutions 25 113 .
Jan Buts. (2021) Targeted individuals. Translation Spaces 10:2, pages 181-201.
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Chiung Hwang Chen. (2020) Rebranding the Church of Jesus Christ of Latter-day Saints in Chinese-Speaking Regions. Dialogue: a Journal of Mormon Thought 53:4, pages 41-78.
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Noran Khayyat. (2021) The Evaluation of Brand Love Concept in Terms of Its Reasons and Outcomes: An Empirical Study on Brand Lovers of Apple - Thesis. SSRN Electronic Journal.
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