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Brand Name Translation: Language Constraints, Product Attributes, and Consumer Perceptions in East and Southeast Asia

F. C. (Frank) Hong, Anthony Pecotich and Clifford J. Shultz, II
Journal of International Marketing
Vol. 10, No. 2, Special Issue on Global Branding (2002), pp. 29-45
Stable URL: http://www.jstor.org/stable/25048888
Page Count: 17
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Brand Name Translation: Language Constraints, Product Attributes, and Consumer Perceptions in East and Southeast Asia
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Abstract

The primary purpose of this study is to examine the relationship between foreign brand name translation and product-related cues-such as physical quality, perceived origin, and brand name-on consumers' perceived quality, price, and purchase intentions. In translations from alphabetic to character-based languages such as Mandarin, two generic methods of brand name translation are available: (1) direct translation for the meaning of the brand name and (2) phonetic translation for the pronunciation of the brand name. The results from a series of structurally related experiments designed to investigate the effects of brand name translation in a cross-cultural context indicate that for an unknown brand, a phonetic translation may be mandatory, whereas for an existing strong brand name, it may be best to retain the original name.

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