论语言背景、商品特性和消费者感知三因素与品牌翻译之间关系的实证研究
发布时间：2019-04-21 09:23
【摘要】：本文主要基于消费者感知质量、商品价格和消费者购买意愿三个方面,研究外国品牌翻译与商品相关属性之间的关系,商品相关属性主要包括商品本身质量、消费者对商品的来源感知和商品的品牌名称。文章通过测量感知质量、感知价格以及消费者所产生的购买欲来完成对商品相关属性的定量分析。文章中涉及的品牌翻译,主要是将字母为基础的英文翻译成方块字为基础的汉语,市场上有两种常见的翻译方法：一种是意译,即直接翻译品牌名称的意思；另一种则是音译,即根据品牌名称的发音而译。 本文包括六个实验。实验通过对两种语言教育背景的消费者进行测试,选择了分属东西方两个品牌公司的十个洗发水品牌作为自变量,进行了一系列研究品牌名称翻译效果的实验。实验结果表明在市场应用研究中,问卷测验是完全有效且可行的,其实验结果与实地使用实验是相同的；在多元文化市场背景下研究商标翻译需要强调语言教育背景这个因素；对于不知名品牌,翻译时应以音译为首选；对于知名品牌,则最好保留其进口国的英文原名；另外,常用的知名品牌名并不比其他不知名品牌更受消费者的青睐；通过质量与教育背景的显著交互效应,本文还发现了在东西方文化的相互影响下的一种会使消费者判断发生变化的文化光环效应；对于非英语专业的消费者来说,重新意译一个知名品牌是没有什么效果的；同时实验还找到了品牌与质量两者对感知价格的交互影响作用。
[Abstract]:This paper mainly studies the relationship between foreign brand translation and commodity-related attributes based on three aspects: consumer perceived quality, commodity price and consumers' willingness to buy. Commodity-related attributes mainly include the quality of goods themselves, and the relationship between foreign brand translation and commodity-related attributes is discussed. Consumer perception of the source of the goods and the brand name of the goods. By measuring perceived quality, perceived price and consumers' desire to purchase, the quantitative analysis of commodity-related attributes is carried out in this paper. The brand translation involved in this paper is mainly the translation of letter-based English into square-based Chinese. There are two common translation methods in the market: one is free translation, that is, the meaning of brand name is translated directly; The other is transliteration, which is translated according to the pronunciation of the brand name. This paper includes six experiments. Ten shampoo brands belonging to East and West brand companies were selected as independent variables by testing consumers with two language education backgrounds. A series of experiments were carried out to study the translation effect of brand names. The experimental results show that the questionnaire test is completely effective and feasible in market application research, and the experimental results are the same as the field application experiment, and the study of trademark translation under the background of multicultural market needs to emphasize the language education background, and it is necessary to emphasize the language education background in the study of trademark translation under the background of multicultural market. For unknown brands, transliteration should be the first choice for translation; for well-known brands, it is best to retain their original English names of importing countries; in addition, the commonly used well-known brand names are not more popular with consumers than other unknown brands; Through the significant interaction between quality and educational background, this paper also finds a kind of cultural halo effect which can make consumers' judgment change under the mutual influence of East and West cultures. For non-English major consumers, re-translating a well-known brand has little effect, and the experiment also finds the interaction between brand and quality on perceived price.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H059
本文编号：2462054
[Abstract]:This paper mainly studies the relationship between foreign brand translation and commodity-related attributes based on three aspects: consumer perceived quality, commodity price and consumers' willingness to buy. Commodity-related attributes mainly include the quality of goods themselves, and the relationship between foreign brand translation and commodity-related attributes is discussed. Consumer perception of the source of the goods and the brand name of the goods. By measuring perceived quality, perceived price and consumers' desire to purchase, the quantitative analysis of commodity-related attributes is carried out in this paper. The brand translation involved in this paper is mainly the translation of letter-based English into square-based Chinese. There are two common translation methods in the market: one is free translation, that is, the meaning of brand name is translated directly; The other is transliteration, which is translated according to the pronunciation of the brand name. This paper includes six experiments. Ten shampoo brands belonging to East and West brand companies were selected as independent variables by testing consumers with two language education backgrounds. A series of experiments were carried out to study the translation effect of brand names. The experimental results show that the questionnaire test is completely effective and feasible in market application research, and the experimental results are the same as the field application experiment, and the study of trademark translation under the background of multicultural market needs to emphasize the language education background, and it is necessary to emphasize the language education background in the study of trademark translation under the background of multicultural market. For unknown brands, transliteration should be the first choice for translation; for well-known brands, it is best to retain their original English names of importing countries; in addition, the commonly used well-known brand names are not more popular with consumers than other unknown brands; Through the significant interaction between quality and educational background, this paper also finds a kind of cultural halo effect which can make consumers' judgment change under the mutual influence of East and West cultures. For non-English major consumers, re-translating a well-known brand has little effect, and the experiment also finds the interaction between brand and quality on perceived price.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：H059
【参考文献】
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