Brand name translation and consumers' product perceptions and evaluations: experiments in Western brand name translation and product physical quality on consumers' perceived quality, price and purchase intentions

Kwok Chee Hong

    Research output: ThesisMaster's Thesis

    10 Downloads (Pure)

    Abstract

    [Truncated] This thesis investigated the effects of foreign brand name translation and product physical quality on consumers' product evaluations. To examine this relationship, eight experiments were conducted with products of different cultures (Eastern and Western), foreign brand familiarity (well-known and unknown) and in different experimental settings (artificial and nature). In each of the experiments, product samples with five variations of brand names (original
    name, phonetically translated name, directly translated name, combination of original and phonetically translated name, and combination of original and directly translated name) and three levels of product quality (high, moderate and low) were presented to the subjects and their perceived quality, price and purchase intentions were measured.
    Original languageEnglish
    QualificationMasters
    Awarding Institution
    • The University of Western Australia
    DOIs
    Publication statusUnpublished - 1993

    Take-down notice

    This thesis has been made available in the UWA Profiles and Research Repository as part of a UWA Library project to digitise and make available theses completed before 2003. If you are the author of this thesis and would like it removed from the UWA Profiles and Research Repository, please contact digitaltheses-lib@uwa.edu.au

    Fingerprint Dive into the research topics of 'Brand name translation and consumers' product perceptions and evaluations: experiments in Western brand name translation and product physical quality on consumers' perceived quality, price and purchase intentions'. Together they form a unique fingerprint.

    Cite this