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

[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.