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Brand Name Translation: Language Constraints, Product Attributes and Consumer Perceptions in East and Southeast Asia
Journal of International Marketing
  • Frank C Hong
  • Anthony Pecotich
  • Clifford J Shultz, Loyola University Chicago
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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.

Author Posting. © American Marketing Association, 2002. This article is posted here by permission of the American Marketing Association for personal use, not for redistribution. The article was published in Journal of International Marketing, Volume 24, Issue 1, 2002,

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Creative Commons Attribution-Noncommercial-No Derivative Works 3.0
Citation Information
F.C. (Frank) Hong, Anthony Pecotich, Clifford J. Shultz II (2002) Brand Name Translation: Language Constraints, Product Attributes, and Consumer Perceptions in East and Southeast Asia. Journal of International Marketing: Summer 2002, Vol. 10, No. 2, pp. 29-45.