Consumer Branding of Products and Differences in Meanings Associated with Brand Names Across Selected Demographic Variables


Abstract

In Malaysia, almost all foreign or non-Chinese brand names are normally translated into the Chinese language by the relevant manufacturers, or as a matter of tradition by the Chinese themselves. Such translations sometimes produce literal and associated meanings that are different from the intended meanings. A study was undertaken to determine the bases of translation and differences in meanings of selected brand names across several demographic variables. The result of the study indicates that the sounds, symbols, and the product attributes and uses are normally used as the bases of translation. Associated meaning differences are also noted for some products brands across several demographic variables. Both findings strongly imply the need for manufacturers or importers of foreign products to determine the mean ings of their brand names in the Chinese language or dialects across several demographic variables that are deemed significant, before deciding to adopt the names.

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Citation

Mohamad, Z., & Rejab, I. (1987). Consumer Branding of Products and Differences in Meanings Associated with Brand Names Across Selected Demographic Variables. Jurnal Pengurusan, 6, 91–106.

@article{mohamad1987consumer,
  title={Consumer Branding of Products and Differences in Meanings Associated with Brand Names Across Selected Demographic Variables},
  author={Mohamad, Zuraidah and Rejab, Ismail},
  journal={Jurnal Pengurusan},
 

volume={6},
  number={},
  pages={91—106},
  year={1987},
  doi={},
  publisher={Penerbit UKM},
}

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6 (1987) 91 – 106

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