Please use this identifier to cite or link to this item: https://hdl.handle.net/11499/3803
Title: The impact of linguistic proximity and diglossia on brand name and slogan extension tendencies in the Turkish, Russian and Arabic contexts
Authors: Djavlonbek, Kadirov
Bardakcı, Ahmet
Kantar, Murat
Keywords: Brand Slogan, Linguistic proximity, Meta-semantics, Diglossia
Source: Kadirov, D., Bardakcı, A. & Kantar, M. "The impact of linguistic proximity and diglossia on brand name and slogan extension tendencies in the Turkish, Russian and Arabic contexts", Journal of Brand Management (2018) 25: 147. https://doi.org/10.1057/s41262-017-0064-2
Abstract: The impact of linguistic proximity and diglossia on multinational corporations’ visual identity extension strategies in multiple sociolinguistically different markets is investigated. Specifically, this study focuses on a sample of Fortune Global 500 corporations and explores their brand name/slogan extension practices in three distinct linguistic contexts: Turkish, Russian and Arabic. The study reveals that the different levels of linguistic proximity systematically influence brand name adaptation including brand name transliteration, as well as slogan translation and new slogan creation in English. The study also finds that these tendencies non-systematically but significantly vary across the levels of diglossia. Conversely, diglossia systematically influences slogan standardization and new slogan creation in a local language, while the effect of linguistic proximity on these practices is non-systematic.
URI: https://hdl.handle.net/11499/3803
ISSN: 1479-1803
Appears in Collections:İktisadi ve İdari Bilimler Fakültesi Koleksiyonu
Scopus İndeksli Yayınlar Koleksiyonu / Scopus Indexed Publications Collection
WoS İndeksli Yayınlar Koleksiyonu / WoS Indexed Publications Collection

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