不同翻译方法下的双语品牌名对品牌态度影响的初步研究
发布时间：2018-10-13 17:43
【摘要】： 随着全球国际化程度的不断深入,商品出口或进入他国市场销售的现象越来越普遍,同时在当地市场也开始越来越多地出现两种或两种以上语言的商品名称。随着中国经济的不断发展,国外学者从上个世纪九十年代开始逐渐将目光转向中英文品牌名的研究。但是他们的注意力都集中在英文品牌名翻译成中文品牌名,翻译后的品牌名对品牌资产的影响上,而没有从中文品牌名翻译成英文品牌名的角度进行研究和探索。本文将从这一角度进行探索,并研究翻译后的英文品牌名与原始中文品牌名的组合对品牌态度产生的影响。 本文采用定性研究和定量研究相结合的方法。定性研究主要采用文献回顾法和焦点小组法。文献回顾法,系统地回顾国内外品牌名翻译理论以及国外学者关于品牌名对品牌资产影响的研究;焦点小组法,主要是形成中文品牌名和翻译英文品牌名。定量研究主要采用问卷调查法,并通过SPSS 13.0统计软件对数据进行描述性统计分析、单因素方差分析、多因素方差分析等,通过分析总结,得出本文的结论。 通过本文的研究发现,①当原始命名方法是传统命名方法,强调英语,翻译方法为音意混译时,被试对此品牌名组合的评价比翻译方法是音译或意译时的评价高,但当翻译方法是音译时,被试对此品牌的品牌态度比较好。在强调中文时,也有相同结论,即是当原始命名方法是传统命名方法,强调中文,翻译方法为音意混译时,被试对此品牌名组合的评价比翻译方法是音译或意译时的评价高,但当翻译方法是音译时,被试对此品牌的品牌态度比较好。但是在品牌态度评价时,音译和音意混译之间并无显著差异。②当原始命名方法是洋化命名方法,强调英语,翻译方法为音意混译时,被试对此品牌名和品牌态度的评价比翻译方法是音译或意译时的评价高。在强调中文时,也有相同结论,即是当原始命名方法是洋化命名方法,强调中文,翻译方法为音意混译时,被试对此品牌名和品牌态度的评价比翻译方法是音译或意译时的评价高。 本文共分为五章。第一章为绪论部分,主要介绍本文的研究背景、研究目的、研究方法。第二章为文献回顾,主要包括对国内外对品牌名翻译及其与品牌资产关系的研究回顾。第三、四章为实证部分,主要包括研究设计、研究方法、数据分析、结果分析等。 本文的独特之处在于,首次对中文品牌名翻译成英文品牌名及其与品牌态度的关系进行研究,特别是发现了不同的翻译方法形成的品牌名与品牌态度的关系。本文的不足之处,是样本相对比较集中,主要代表高学历人群和年轻人群,样本的英语水平差距也不够大。
[Abstract]:With the deepening of global internationalization, the phenomenon of commodity export or entering other countries' markets is becoming more and more common. At the same time, there are more and more names of goods in two or more languages in the local market. With the development of Chinese economy, foreign scholars have turned their attention to the study of Chinese and English brand names since the 1990s. However, their attention is focused on the translation of English brand names into Chinese brand names, and the impact of translated brand names on brand equity, rather than from the perspective of translating Chinese brand names into English brand names. From this point of view, this paper will explore the influence of the combination of the translated English brand name and the original Chinese brand name on the brand attitude. In this paper, qualitative and quantitative studies are combined. The qualitative research mainly adopts literature review method and focus group method. The literature review method systematically reviews the theories of brand name translation both at home and abroad as well as foreign scholars' research on the influence of brand name on brand equity. The focus group method is mainly the formation of Chinese brand name and the translation of English brand name. The quantitative research mainly uses the questionnaire survey method, and carries on the descriptive statistical analysis, the univariate variance analysis, the multivariate variance analysis and so on through the SPSS 13.0 statistical software, through the analysis summary, obtains the conclusion of this article. It is found that 1 when the original naming method is a traditional naming method and the translation method is a combination of pronunciation and meaning, the evaluation of the brand name combination is higher than that when the translation method is transliteration or free translation. But when the translation method is transliteration, the subjects have a better brand attitude towards the brand. When emphasizing Chinese, the same conclusion is reached, that is, when the original naming method is a traditional naming method, and the translation method is a combination of sound and meaning, the evaluation of the brand name combination is higher than that of the translation method when the translation method is transliteration or free translation. But when the translation method is transliteration, the subjects have a better brand attitude towards the brand. However, there is no significant difference between transliteration and phonetic mixed translation in brand attitude evaluation. The evaluation of brand name and brand attitude was higher than that of transliteration or free translation. When emphasizing Chinese, the same conclusion is reached, that is, when the original naming method is Westernized, and when the emphasis is on Chinese, the translation method is a mixture of sound and meaning. The evaluation of brand name and brand attitude was higher than that of transliteration or free translation. This paper is divided into five chapters. The first chapter is the introduction, mainly introduces the research background, research purpose and research methods. The second chapter is a literature review, including a review of domestic and foreign research on brand name translation and its relationship with brand equity. The third, fourth chapter is the empirical part, mainly includes the research design, the research method, the data analysis, the result analysis and so on. The unique point of this thesis is that it is the first time to study the relationship between Chinese brand name translation into English brand name and brand attitude, especially the relationship between brand name and brand attitude formed by different translation methods. The deficiency of this paper is that the sample is relatively concentrated, mainly representing the highly educated and young people, and the English proficiency gap of the sample is not large enough.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;H315.9
本文编号：2269419
[Abstract]:With the deepening of global internationalization, the phenomenon of commodity export or entering other countries' markets is becoming more and more common. At the same time, there are more and more names of goods in two or more languages in the local market. With the development of Chinese economy, foreign scholars have turned their attention to the study of Chinese and English brand names since the 1990s. However, their attention is focused on the translation of English brand names into Chinese brand names, and the impact of translated brand names on brand equity, rather than from the perspective of translating Chinese brand names into English brand names. From this point of view, this paper will explore the influence of the combination of the translated English brand name and the original Chinese brand name on the brand attitude. In this paper, qualitative and quantitative studies are combined. The qualitative research mainly adopts literature review method and focus group method. The literature review method systematically reviews the theories of brand name translation both at home and abroad as well as foreign scholars' research on the influence of brand name on brand equity. The focus group method is mainly the formation of Chinese brand name and the translation of English brand name. The quantitative research mainly uses the questionnaire survey method, and carries on the descriptive statistical analysis, the univariate variance analysis, the multivariate variance analysis and so on through the SPSS 13.0 statistical software, through the analysis summary, obtains the conclusion of this article. It is found that 1 when the original naming method is a traditional naming method and the translation method is a combination of pronunciation and meaning, the evaluation of the brand name combination is higher than that when the translation method is transliteration or free translation. But when the translation method is transliteration, the subjects have a better brand attitude towards the brand. When emphasizing Chinese, the same conclusion is reached, that is, when the original naming method is a traditional naming method, and the translation method is a combination of sound and meaning, the evaluation of the brand name combination is higher than that of the translation method when the translation method is transliteration or free translation. But when the translation method is transliteration, the subjects have a better brand attitude towards the brand. However, there is no significant difference between transliteration and phonetic mixed translation in brand attitude evaluation. The evaluation of brand name and brand attitude was higher than that of transliteration or free translation. When emphasizing Chinese, the same conclusion is reached, that is, when the original naming method is Westernized, and when the emphasis is on Chinese, the translation method is a mixture of sound and meaning. The evaluation of brand name and brand attitude was higher than that of transliteration or free translation. This paper is divided into five chapters. The first chapter is the introduction, mainly introduces the research background, research purpose and research methods. The second chapter is a literature review, including a review of domestic and foreign research on brand name translation and its relationship with brand equity. The third, fourth chapter is the empirical part, mainly includes the research design, the research method, the data analysis, the result analysis and so on. The unique point of this thesis is that it is the first time to study the relationship between Chinese brand name translation into English brand name and brand attitude, especially the relationship between brand name and brand attitude formed by different translation methods. The deficiency of this paper is that the sample is relatively concentrated, mainly representing the highly educated and young people, and the English proficiency gap of the sample is not large enough.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;H315.9
【引证文献】
相关硕士学位论文 前5条
1 韩晓芳;运用语言态度理论对品牌翻译的分析[D];太原理工大学;2010年
2 张默男;顺应论视角下民族品牌中英文名称的翻译[D];山西财经大学;2010年
3 乔娜;山西省品牌名称翻译现状与对策研究[D];山西财经大学;2012年
4 文丽娜;韩国品牌名称翻译方法对品牌态度、购买意图的影响[D];延边大学;2012年
5 郭慧荣;从目的论探究国外汽车品牌名称的汉译[D];山西财经大学;2013年
，本文编号：2269419
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