中国品牌翻译策略与文化价值关联研究——巴基斯坦市场中的中国品牌全球化发展  

Research on Chinese Brand Translation Strategies and Cultural Value Association:Chinese Brands'Globalization Development in the Pakistani Market

作　　者：霍春辉[1,2] 庞铭 袁少锋 HUO Chunhui;PANG Ming;YUAN Shaofeng(Business School, Liaoning University, Shenyang 110036, China;Asia-Australia Business College, Liaoning University, Shenyang 110136, China)

机构地区：[1]辽宁大学商学院,辽宁沈阳110036 [2]辽宁大学亚澳商学院,辽宁沈阳110136

出　　处：《东北大学学报（社会科学版）》2022年第2期44-51,共8页Journal of Northeastern University(Social Science)

基　　金：国家社会科学基金资助项目(21BGL047)。

摘　　要：以“一带一路”建设沿线重要节点国家巴基斯坦市场为例,通过实证研究,检验了四种中国品牌翻译策略(音译、意译、音+意译和拼音)中的文化价值关联情况,以及对品牌翻译功效性的影响。结果显示,对于巴基斯坦消费者,相比于音译和拼音,意译和音+意译具有更高的文化价值关联和品牌翻译功效性,高(vs.低)产品价值感知的音+意译比意译获得更高的文化价值关联,个人保守主义负向调节低文化价值关联策略的品牌翻译功效性,个人自主主义和双文化主义(vs.单文化主义)正向调节低(vs.高)文化价值关联策略的品牌翻译功效性。Taking the market of Pakistan,an important node country along“the Belt and Road”,as an example,through empirical research,the cultural value associations of four brand translation strategies(phonetic,semantic,phonosemantic and pinyin)and the impact on brand translation effectiveness are examined.The results show that for Pakistani consumers,compared with phonetic and pinyin,semantic and phonosemantic have higher cultural value association and brand translation effectiveness,and phonosemantic with high(vs.low)product value perception have higher cultural value association than semantic,personal conservatism negatively moderates the brand translation effectiveness of low cultural value association strategies,and personal autonomy and biculturalism(vs.monoculturalism)positively moderate the brand translation effectiveness of low(vs.high)cultural value association strategies.

关 键 词：品牌翻译策略 文化价值关联 品牌翻译功效性 产品价值感知 “一带一路”倡议 

分 类 号：F752[经济管理—国际贸易]