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

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Journal of International Marketing, ISSN: 1069-031X, Vol: 10, Issue: 2, Page: 29-45

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F.C. (Frank) Hong; Anthony Pecotich; Clifford J. Shultz II
American Marketing Association (AMA)
Business, Management and Accounting; brand name translation; product-related cues; language constraints; product attributes; phonetic translation; product quality; Business
article description
The primary purpose of this study is to examine the relationship between foreign brand name translation and productrelated cues - such as physical quality, perceived origin, and brand name - on consumers' perceived quality, price, and purchase intentions. In translations from alphabetic to characterbased 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.