Research Of International Brand Names Based On Integration Model Of Multimodal Metaphor

Against the backdrop of globalization,brand internationalism has become the critical strategic path and issues of enterprises and the first challenge is the selection of international brand names.Under the impact of language,cultural,social,political and numerous other factors,a universal theoretical explanation and framework is still missing with respect to the construction of meaning towards international brand names in the minds of global consumers and the contribution of international brand names towards the building of brand name value.Using the perceptual-cognitive mechanism of consumers towards international brand names as research focus,this study opens up relevant foundational theories and experimental research.On the basis of literature study and review,this study analyzes and illustrates the current situation and developing tendency of international brand names,sorts out existing theoretical findings,research approaches and developmental trends related to brand names research.Utilizing brand knowledge,cognitive linguistics,consumer psychology,lexicology and other interdisciplinary theories and concepts,establishing a conceptualized integration model of multimodal metaphor of brand names,that provides a dynamic demonstration of the process of meaning construction and building of brand name value in developing brand significance under the cognitive perspective.According to the analysis on the present development and trends of international brand names,based on the theoretical model and hypothesis that brand names work on consumers' cognition through sound,form and meaning to develop semantic richness,this study designs a research program which conducts experiments and hypothetical tests on Chinese consumers' perceptive and cognitive mechanism toward virtual Chinese-English brand name groups(hereinafter referred to as “C-E brand name groups”).In view of the China's high context culture and Country-Of-Origin as well as other preceding study results,this study extracts Chinese language elements with local metaphor of original country and English language elements with different Chinese-English matching,and works out virtual C-E brand name groups as experimental materials.This study puts forward and gives the define to the multimodal perceptual dimensions—“identification”,“favorability” and “uniqueness” as well as cognitive elements including external elements — “metaphor” and “matching”,and internal elements — “English level” and “ethnocentrism”,proposes hypotheses on the connection between multimodal perceptive results and cognitive effects,the function of external and internal elements on the cognitive effects of brand name groups,as well as their inter-connectedness.Basing on the theoretical model,theories and concepts of cognitive psychology,this study designs a research program which conducts experiment on Chinese consumer's perception and acknowledgement toward brand names and eye-tracking experiment,adopts questionnaire and interviews,and combines subjective experiments with objective ones,qualitative study with quantitative research.Samples are taken from university students,implementing a three-stages perceptive result test of “listening-viewing-reading” and cognitive effect test of “memory-association-attitude” and eye-tracking experiment on brand name groups.Experimental results proved the hypotheses,and figures out their perceptive and cognitive characteristics.Furthermore,proposals pertaining to practical application of brand name decisions and strategies.This study's conclusion and results are as follows:? There is correlation and causality between multimodal perceptive results and cognitive effects of the brand name groupsThe perceptive difference levels of three-stages differ from each other and ranks "listening-viewing-reading".The correlation levels between perceptive results and memory effects of "listening-viewing-reading" differ from each other respectively,ranks “identification,preference and uniqueness”.There are feedback mechanisms between the perceptive dimension and attitudinal effects at the “reading” stage.? The significance of internal elements on the perceptive effects of C-E brand name group differs respectivelyThe effect of English level on testee's perceptibility is more apparent than that of ethnocentrism.For testees with lower English level,their scores of perceptions dimensions are higher than who English are better.There is no significant tendency on the aspect of perceptive diversity of dimensions of both groups toward C-E brand name groups under three-stages.? The significance of internal and external elements on cognitive effects of C-E brand name groups differs respectivelyExternal elements:Metaphor has influences on cognition effects toward C-E brand name groups.“Product-related” metaphorical brand names boast best memory and attitude effects,while “China-related” metaphorical brand names have the most prominent integrated association effects.Matching has influences on cognition effects toward C-E brand name groups.Brand names without corresponding “sound” and “meaning” have worst memory effects and are more likely to bring about “unrelated product” association and worst attitude effects.C-E brand name groups which have high degree of sound matching give rise to best cognition effects.Greater influence of metaphor on cognition effects toward C-E brand name groups than matching.Internal elements:English level has influences on cognition effects toward C-E brand name groups.Testees at a better English level share a better result in English brand names memorizing and “unrelated product” association;while those who with a lower English proficiency are more likely to associate product categories or nothing.Besides,the attitudinal evaluation from the latter ones is more positive than the former ones.There exist large differences in the attitude among testees who are proficient in English,towards “China-related” and “foreign-related” metaphor and matching of “meaning” and “pronunciation plus meaning” of C-E brand name groups.Ethnocentrism has influences on cognition effects toward C-E brand name groups.Testees who are weaker in ethnocentrism have slightly better association effects;There exist inconspicuous differences in the memory and attitude of both groups.However,the ranking of both groups toward memory,association and attitude effects of different C-E brand name groups is the same;meanwhile,there is no significant tendency on the association effects of C-E brand name groups with different matching degree.Greater influence of English level on cognition effects toward C-E brand name groups than ethnocentrism.? The interaction of internal and external elements gives rise to a reverse tendencyIt presents the opposite tendency between cognitive characteristics of metaphor and matching of testees with a high level and low level of English.Testees with a high level of English possess indistinct cognition to metaphor but they have active associative ability and definite cognition to matching;Testees with a low level of English possess definite cognition to metaphor but they have inactive associative ability and indistinct cognition to matching.Former ones can judge the matching degree of either “pronunciation” or “meaning” of C-E brand name groups independently while latter ones will have confusion with the judgment.It presents the opposite tendency between cognitive characteristics of metaphor and matching of testees with a high and low level ethnocentrism.Testees with a high level ethnocentrism have definite but univocal cognition to metaphor,but their cognition to matching is obscure;Testees with a low-level ethnocentrism have ambiguous but active cognition to metaphor,while their cognition to matching is clear.? Familiarity with Chinese words(morpheme)or English phrases(syllable)has influences on cognitive effects on brand name groupsThere is a positive correlation between the familiarity with Chinese words(morpheme)with memory effects.It is easier for testees to remember Chinese brand names with existing Chinese vocabulary or traditional features of historic brands.There is a positive correlation between the familiarity with English words(syllables)with memory;while there is a correlation between the familiarity with English words(syllables)and attitude effects.Main research contribution and innovative points of this study are as follows:? Theoretical AspectThis study establishes a theoretical model for brand name study and a uniformed framework for study on internationalization of brand names from the cognitive perspective,which is of universal value and makes up for the present deficiency in brand name study.It also provides enterprises with a powerful device to internationalize brand,taking both domestic and overseas markets into consideration.This study is the first to apply multimodal and conceptual metaphors,conceptual blending and other leading cognitive theories to brand name study and provides a comparable,objective and dynamic demonstration of the process of meaning construction and building of brand name value for consumers.This theoretical mode offers a powerful device for detection and research on consumers' brand name perceptual-cognitive mechanism.Based on the requirements of international academia on international brand names,especially in the study of Chinese consumers and Chinese enterprises related,the elements which influence consumer cognition on international brand names include external elements — “metaphor” and “matching”,and internal elements — “English level” and “ethnocentrism” are extracted.This study establishes a research framework for study on international brand names and analyzes Chinese consumers' perceptual-cognitive mechanism toward C-E bilingual brand names,which is a beneficial complement to brand name study for international academia.This study offering a new research perspective,is the first to put forward measurable indicators—“matching degree” and “perceptive dimension”,turning the study on perceptive effects and translation of brand names from qualitative research to a quantitative one.? Practical AspectThis study endeavors to change the current brand naming methods,from inspiration-dependent,random,uncertain and indeterminate way of transformation between C-E brand names into targetable and functional ones.The naming tools,suggested vocabulary and other helpful devices are provided in order to improve brand name production,brand naming procedures and operating methods,which are of reference value to enterprises and nomenclature institutions;This study is also of guiding significance for brand naming decisions and product marketing planning.