Knowledge Guide for Thai-Chinese Brand Name Translation of Snack Food

Abstract

It is significant for international enterprises which wants to enter into foreign market to localize their brand name in local language, especially in China. Chinese culture differs greatly from the other culture in the world and Chinese customers concerns a lot about the cultural association of a brand name. Thus the translation of foreign brand name into Chinese language demands the consideration of multiple factors. Through dual analysis of current Thai snack brand name translation in Chinese market by both text and type, the main problem is identified as low customer perceived value. The objective of this research is to capture knowledge from customers to help the companies to translate their brand name with higher customer perceived value. Questionnaire is designed under the theory of dual-code in customer cognitive process of brand name and the tool of Kano Model is adopted to analyze the data of recovering questionnaire. Ninety-three valid respondents are collected through mobile web page, WeChat and online snack community channels. A knowledge guide composes of knowledge-based taxonomy, knowledge-based workflow and related knowledge storage is developed as the final output to help increase customer perceived value of brand name translation in real practice. Applying knowledge guide using 3 groups of Pairedsample t-test statistics in translation process reveals that has a significant impact on customer perceived value of brand name translation.