Building a Taxonomy for Thai-Chinese Brand Name Translation of Snack Foods

It is common practice for foreign products to carry both an original brand name and a translated name when entering into Chinese market. Previous researchers tend to capture knowledge from professional expert to develop the translation strategies for companies. This study is mainly concerned with Chinese customers in the process of brand name translation. A case of Thai exported aquatic snack product is used for the research sample. A questionnaire is designed under the dual-code theory to acquire and capture customers' perceived value on purchase intention towards translated brand names. A total of 93 respondents is considered valid for further analysis in the Kano model. The result revealed that the customers have different degree of preferences to different type of translated brand names. A knowledge-based taxonomy of "Brand Name Translation" is then developed as a knowledge guide for Thai aquatic snack exported company to increase the customer perceived value of its brand name.