TY - JOUR
T1 - Localization in international branding
T2 - A longitudinal comparison of the Chinese names of foreign brands in Hong Kong between 1987-1988 and 1994-1995
AU - Chan, Allan K.K.
N1 - Copyright:
Copyright 2017 Elsevier B.V., All rights reserved.
PY - 1997
Y1 - 1997
N2 - This paper presents a longitudinal study which covers two samples of Chinese names of foreign brands in Hong Kong over a period of 8 years: a 1987-1988 sample of 261 brand names and a 1994-1995 sample of 231 brand names. A framework developed by the author is adopted. The results show that a tendency of deepened localization developed over the period, meaning that the Chinese names of foreign brands are becoming more independent in terms of the connotation of the brand names as compared to their original counterparts. The origins were retained basically in terms of the length and the pronunciation. Possible explanations are also discussed.
AB - This paper presents a longitudinal study which covers two samples of Chinese names of foreign brands in Hong Kong over a period of 8 years: a 1987-1988 sample of 261 brand names and a 1994-1995 sample of 231 brand names. A framework developed by the author is adopted. The results show that a tendency of deepened localization developed over the period, meaning that the Chinese names of foreign brands are becoming more independent in terms of the connotation of the brand names as compared to their original counterparts. The origins were retained basically in terms of the length and the pronunciation. Possible explanations are also discussed.
KW - Hong Kong
KW - International Brand Naming
KW - Localization
KW - Longitudinal Comparison
UR - http://www.scopus.com/inward/record.url?scp=5344234794&partnerID=8YFLogxK
U2 - 10.1080/135272697346005
DO - 10.1080/135272697346005
M3 - Journal article
AN - SCOPUS:5344234794
SN - 1352-7266
VL - 3
SP - 127
EP - 137
JO - Journal of Marketing Communications
JF - Journal of Marketing Communications
IS - 2
ER -