Abstract
ABSTRACTThis research tests the effectiveness of three brand name creation/translation approaches—phonetic, semantic, and suggestive—in influencing consumer attitude toward the brand (Ab) in an emerging market in two separate studies. The first study is an interstudy replication of a previous research in which subjects responded to English brand names translated phonetically, phonosemantically, and suggestively into the Chinese language. The result of the first study in our research reveals a brand attitude reversal when these brand names are presented as domestic brands rather than foreign brands in China. The second study is an extension of the first study to provide a formal test of semantic translation and the impact of perceived brand name translation relevance on Ab.
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