The Effects Of Korea Translation Methods On Consumers’ Brand Attitude And Purchase Intention

The purpose of this paper is to examine the effects of Korean bra nd naming methods, which aim to enter into Chinese market. Through tw o experiments we tested Chinese consumers’memory, brand attitude an d purchase intention on each brand naming method. And present detaile d and effective brand naming methods to Korean brand managers.This study had one experiments.2(different cultural backgrounds Korean minority vs. non-Korean minority)×3(translating method:phone tic vs. semantic vs. phonosemantic) between subjects design to test C hinese consumes’brand attitude and purchase intention.Students of Yanbian University and Jiangnan University in China w ere participated in the tests. Brand names used in the tests (Nolbu Orion, E-mart, Mamonde)were Korean brands which were selling in Korea n.After experiments we had an analysis by AVOVA and MAVOVA.Findings and suggestions of our study are as follows.Firstly, In phonetic method, consumers’purchase intention is hav e differences between Yanbian UniVersity and Jiangnan University’ stu dents. In phonosemantic method, consumers’purchase intention is have differences between Yanbian UniVersity and Jiangnan University’ stud ents. But In semantic method, consumers’purchase intention is have n o differences between Yanbian UniVersity and Jiangnan University’ stu dents.Secondly, In phonetic method, consumers’brand attitude is have d ifferences between Yanbian UniVersity and Jiangnan University’studen ts. In phonosemantic method, consumers’brand attitude is have differ ences between Yanbian UniVersity and Jiangnan University’ students. B ut In semantic method, consumers’brand attitude is have no differenc es between Yanbian UniVersity and Jiangnan University’ students.The study provides brand naming guideline to companies which plan to enter into Chinese market, and help these companies to work out m ore effective brand naming strategies.