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

Deskripsi

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