Brand name translation: Language constraints, product attributes, and consumer perceptions in East and Southeast Asia

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Brand name translation: Language constraints, product attributes, and consumer perceptions in East and Southeast Asia

Hong, F. C. - ; Pecotich, Anthony - ; Shultz, Clifford J. - ;

The primary purpose of a 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. 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.Printed Journal

Ketersediaan

Call Number	Location	Available
	PSB lt.dasar - Pascasarjana	1

Penerbit	American Marketing Association.,
Edisi	-
Subjek	Statistical analysis Brand names studies Translations
ISBN/ISSN	1069031X
Klasifikasi	-
Deskripsi Fisik	-
Info Detail Spesifik	-
Other Version/Related	Tidak tersedia versi lain
Lampiran Berkas	Tidak Ada Data