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

Autori
Hong, F. C. (Frank) ; Pecotich, Anthony ; Shultz, Clifford J.

Izvornik
Journal of International Marketing (1069-031X) 10 (2002), 2; 29-45

Vrsta, podvrsta i kategorija rada
Radovi u časopisima, izvorni znanstveni rad, znanstveni

Ključne riječi
Brand Name; Translation; Product Attributes; Consumer Perceptions; Quality; East and Southeast Asia

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA