Branding Cultural Products in International Markets: A Study of Hollywood Movies in China
Branding Cultural Products in International Markets: A Study of Hollywood Movies in China
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DOI：
10.1177/0022242920912704
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发表时间：
2020-05-01
影响因子：
12.9
通讯作者：
Sun, Qi
中科院分区：
文献类型：
--
作者：
Gao, Weihe;Ji, Li;Sun, Qi
文化产品是世界经济的重要组成部分，在美国出口中所占的份额越来越大。作者研究了文化产品在国外销售时的品牌策略。结合这些产品的独特特征，作者构建了一个理论框架，整合相似性（重点关注翻译后的品牌名称如何与原始品牌名称相关）和信息性（重点关注翻译后的品牌名称如何揭示产品内容）来研究品牌名称翻译的影响。作者分析了 2011 年至 2018 年在中国上映的好莱坞电影。结果表明，相似度越高，中国票房收入越高，这种效应对于在本土市场（即美国）表现更好的电影来说更强烈。当翻译的标题包含更多有关电影的信息时，中国的票房收入就会增加。文化差距较大的好莱坞电影在中国市场的信息效应更强。此外，相似性和信息性效应在电影上映时最强，并随着时间的推移而减弱。这项研究为文化产品行业以及国际营销的公司、管理者和政策制定者提供了宝贵的指导。
Cultural products are a major component of the world economy and are responsible for a growing share of U.S. exports. The authors examine brand name strategies when cultural products are marketed in foreign countries. Incorporating the unique characteristics of these products, the authors develop a theoretical framework that integrates similarity, which focuses on how the translated brand name relates to the original brand name, and informativeness, which focuses on how the translated brand name reveals product content, to study the impact of brand name translations. The authors analyze Hollywood movies shown in China from 2011 to 2018. The results show that higher similarity leads to higher Chinese box office revenue, and this effect is stronger for movies that perform better in the home market (i.e., the United States). When the translated title is more informative about the movie, the Chinese box office revenue increases. The informativeness effect is stronger for Hollywood movies with greater cultural gap in the Chinese market. Moreover, both similarity and informativeness effects are strongest when the movie is released and reduce over time. This research provides valuable guidance to companies, managers, and policy makers in cultural product industries as well as those in international marketing.