Search results

The purpose of this paper is to examine the relationship between regulatory foci and expatriate adjustment and further compares the differences in the aforementioned relationship between promotion focus and prevention focus.

This study adopts a convenient sampling method to survey expatriates who work for multinational enterprises and have been expatriated for at least six months.

Based on an analysis of 158 Taiwanese expatriates in Mainland China, Thailand, India, Saudi Arabia, and so forth, this study found that promotion focus was positively related to the expatriates’ office interaction adjustment and work adjustment; and prevention focus was positively related to the expatriates’ general adjustment, office interaction adjustment, and work adjustment. Moreover, expatriates’ prevention focus accounted for more variance in the expatriates’ general adjustment, office interaction adjustment, and work adjustment than did that of expatriates’ promotion focus.

Personality traits are regarded as among the most important antecedents of expatriate cross-cultural adjustment. This study suggests that expatriates’ regulatory foci could perhaps explain their adjustment issues in the host country. However, it seems no study has explored the role played by expatriates’ regulatory foci in expatriate adjustment.

Although the concept of branding has been considered extensively in products and services, branding in Chinese is a relatively emerging phenomenon. This paper aims to present the enlivenment of branding in Chinese within the cross‐strait markets of Taiwan and Mainland China, which underlies various ideologies.

This study primarily reviews literatures of brand and brand name translation, defines the essentiality of brand naming, and outlines the branding strategies for entering cross‐strait markets. Furthermore, this study validates the using of substantially interpreted brands that support the authors' four developed propositions.

This study compares substantially interpreted brands in cross‐strait markets with a reference to commonly used translation methods. The results illustrate interesting ideologies among cross‐strait markets and can help managers achieve global brand recognition.

Since China and Taiwan share the same Chinese culture, the qualitative method proposed by the present authors is more applicable to practitioners who are eager to pursue branding in cross‐strait markets. Thus, the relevant techniques may not be applicable to people less familiar with Chinese culture.

The qualitative case study provides an advisable method for branding in Chinese. The results of this study can provide greater understanding of the various ideologies in cross‐strait markets, as well as help managers achieve global brand recognition.

The various ideologies from branding is complex, especially for those involved with linguistic essentials. Previous research has mainly focused on managerial‐based branding and customer‐based branding. This paper extends the interest into enlivening inspirations.