A Comparative Analysis of the Features of Chinese and Japanese Brand Naming: A Linguistic Perspective

摘要：

Most previous studies investigating brand naming have been under the Indo-European context. Scant research has addressed differences between Chinese/Japanese context. This paper presents a critical literature review of the studies on the Chinese/Japanese brand naming, approaching the phenomenon from four linguistic aspects, namely, phonetics, semantics, morphology and graphics (writing system). This study aims at looking for the linguistic features of the Chinese/Japanese brand naming, conforming or revising the current practice based on the critique of previous researches on brand naming. China and Japan are two countries with close economic relationships. This paper may supplement and develop the current research on brand naming, thus providing helpful reference for Chinese/Japanese international marketers.

关键词： Brand naming Linguistics Comparative analysis China, Japan

作者: Lei Wang

作者单位: Donghua University, Shanghai, China

会议类型: 国际会议

会议名称: 2012 International Conference on Financial,Management and Education Science(2012年金融、管理与教育科学国际会议ICFMES 2012)

会议地点: 北京

会议语种:英文

页码: 241-249

在线出版日期: 2012-05-19（万方平台首次上网日期，不代表论文的发表时间）