Please use this identifier to cite or link to this item: http://hdl.handle.net/11707/5858
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dc.contributor.authorBasciano, Bianca-
dc.date.accessioned2016-11-09T15:55:14Z-
dc.date.available2016-11-09T15:55:14Z-
dc.date.issued2016-06-30-
dc.identifier.issn2385-3042-
dc.identifier.urihttp://hdl.handle.net/11707/5858-
dc.description.abstractBrand names are a crucial component of marketing strategies, since they influence brand perception. Chinese consumers seem to be very sensitive to brand names, and thus the choice of an effective brand name is very important for the acceptance of a particular product or service by the public. Generally speaking, there seems to be a tendency towards localization of brand names: foreign brand names undergo adaptation to various degrees in order to meet the needs of the Chinese consumers. A good knowledge of the Chinese language and culture is essential to understand brand naming practices in the Chinese-speaking world and to create suitable Chinese versions of foreign brand names. Here the main linguistic strategies adopted for the creation of Chinese brand names and for the translation of foreign brand names into Chinese are discussed, also highlighting some cultural factors which affect brand naming creation.en_US
dc.language.isoenen_US
dc.publisherVenice : Edizioni Ca' Foscarien_US
dc.subjectBrand namesen_US
dc.subjectWord formationen_US
dc.subjectTranslationen_US
dc.subjectLocalizationen_US
dc.titleA Linguistic Overview of Brand Naming in the Chinese-speaking Worlden_US
dc.typeArticleen_US
Appears in Collections:Annali di Ca' Foscari. Serie orientale

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