Empirical Research Of Relationship Among E-C Brand Name Translation, Language Background, Product Attributes And Perception Of Consumers

The paper is a report about the investigation of the relationship among brand name translation, language background and product attributes from consumers’ perception and brand name-on consumers’perceived quality, price and purchase intentions. The brand names involved in this study are mainly translated from English letters to Chinese characters. At the beginning, here introduces two available main translation strategies often seen in the market place and the media:phonetic translation, which is translation from the sound of a word or a phrase used as the brand names; and literal translation, which is the translation from the meaning of a word or a phrase used as the brand names.Six experiments are conducted in the study. After pre-testing consumers in two different language backgrounds ten brand names of two companies have been chosen as the experimental stimuli. Through a series of researches on brand name translation under the cross-culture background, we found that the pencil-and-paper test is a workable way equivalent to the use test in the applied market study, and language background should be considered important in the cross-culture market. We also found that it is necessary for the unknown brands to adopt the phonetic translation strategy, whereas for the existing well-known brand, to retain the original name used in the imported foreign countries. Meanwhile, the study result reveals that the well-known English brand names are not popular than other brand names. The interaction of physical quality and language background testifies to a general point of view coming from the cultural halo which will influence people’s judgment. There is no significant effect when the non-English majors perceive direct translation of the well-known brand names. The writer also finds the interaction among perceived price, brands and quality.