| With the international globalization, international trade are increasingly common phenomenon, while multilingual brand names are appeared in the local market. As China's economy develops fast, foreign scholars began to study the English brand name translate into Chinese brand name from the 1990s. However, they have focused on brand name in the English translated into Chinese brand name and whose relationship with brand equity, but not from the Chinese brand name translated into English brand name. This paper will explore this perspective, and to study the English translation of the original Chinese brand name on a combination of the impact of brand attitude.Qualitative research and quantitative research methods are used in this paper. Qualitative research includes literature review and focus group. Review of the Literature systematically reviewed domestic and international brand name translation literature. Focus group is used to choose Chinese brand names and English brand names for the experiment. Quantitative research includes questionnaire survey, and data are analyzed by SPSS 13.0 then get the results.The results of this paper are thatâ‘ when the original Chinese naming method is the traditional method, phonosemantic translation is evaluated more positively whenever Chinese name or English brand name are emphasized rather than the phonetic translation and semantic translation.â‘¡when the original Chinese naming method is the westernized method, which is the original method that the brand name sounds like foreign brand name and the characters have no means with each other, phonosemantic translation is evaluated more positively whenever Chinese name or English brand mane are emphasized rather than the phonetic translation and semantic translation.This paper is divided into five chapters. The first chapter is the preface, which includes the research background, the purpose of the study and research methods. The second chapter is the Review of the Literature. The third and the forth chapters include the experiment design, research methods, data analysis, and results analysis. The uniqueness of this paper is I study the Chinese brand names translate into English brand names and the relationship between brand names and brand attitude which the prior research are not studied so far. The deficiencies of in this paper are that the samples are relatively concentrated most of which are highly educated young people and whose English proficiency is below or above average level but has no significant difference. |
