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

Zuraidah Mohamad, Ismail Rejab

Abstract


Menterjemahkan jenama-jenama keluaran asing ke dalam bahasa Cina adalah merupakaan satu amalan biasa bagi pengeluar  dan pengguna Cina di Malaysia. Jenama-jenama yang telah diterjemahkan ini ada kalanya membawa maksud yang berbeza berbanding dengan maksud yang ingin ditekankan pada keluaran tersebut. Satu kajian telah dijalankan untuk menentukan asas yang digunaka untuk penterjemahan ini dan juga perbezaan terhadap maksud jenama-jenama terpilih di kalangan pengguna-pengguna yang mempunyai ciri demografi yang berbeza. Kajian ini telah mendapati bahwa bunyi, simbol dan ciri-ciri serta kegunaan keluaran digunakan untuk menterjemah. Perbezaan maksud jenama-jenama ini juga didapati di kalangan responden dalam kumpulan-kumpulan demografi yang berbeza. Kedua-dua penemuan ini memberi implikasi bahwa pengeluar dan pengimport keluaran perlu menentukan maksud jenama keluaran dalam bahasa atau dialek Cina menurut ciri-ciri demografi tertentu sebelum membuat keputusan menggunakan nama tersebut.

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 transkation 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 meanings of their brand names in the Chinese language or dialects across several demographic variables that are deemed significant, before deciding to adopt the names.


Full Text:

PDF

Refbacks

  • There are currently no refbacks.


DISCLAIMER

The editors and publisher of Jurnal Pengurusan have made every possible effort to verify the accuracy of all information contained in this publication. Any opinions, discussions, views and recommendations expressed in the article are solely those of the authors and are not of Jurnal Pengurusan, its editors or its publisher. Jurnal Pengurusan, its editors and its publisher will not be liable for any direct, indirect, consequential, special, exemplary, or other damages arising therefrom.