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The impact of linguistic proximity and diglossia on brand name and slogan extension tendencies in the Turkish, Russian and Arabic contexts

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dc.contributor.author Djavlonbek, Kadirov
dc.contributor.author Bardakcı, Ahmet
dc.contributor.author Kantar, Murat
dc.date.accessioned 2019-07-10T05:55:13Z
dc.date.available 2019-07-10T05:55:13Z
dc.date.issued 2018-03
dc.identifier.citation 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 tr_TR
dc.identifier.issn 1479-1803
dc.identifier.uri http://hdl.handle.net/11499/3803
dc.description.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. tr_TR
dc.language.iso en_US tr_TR
dc.rights info:eu-repo/semantics/closedAccess tr_TR
dc.subject Brand Slogan, Linguistic proximity, Meta-semantics, Diglossia tr_TR
dc.title The impact of linguistic proximity and diglossia on brand name and slogan extension tendencies in the Turkish, Russian and Arabic contexts tr_TR
dc.type article tr_TR
dc.relation.journal Journal of Brand Management tr_TR
dc.contributor.authorID https://orcid.org/0000-0003-1391-6432 tr_TR
dc.contributor.authorID https://orcid.org/0000-0001-7618-6903
dc.contributor.authorID https://orcid.org/0000-0002-2251-1181
dc.identifier.volume 25 tr_TR
dc.identifier.issue 2 tr_TR
dc.identifier.startpage 147 tr_TR
dc.identifier.endpage 159 tr_TR
dc.relation.publicationCategory Uluslararası Hakemli Dergi
dc.identifier.index Scopus
dc.identifier.index WOS


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