Although brand name translation is meant to convey the brand message in a more articulate way, its effect on purchase intention is not always positive. Therefore, global marketers are facing the dilemma of whether to translate the brand name into local language or not, especially when it is a western brand product to be launched into the China market. It is believed that for certain kinds of western products the appearance of the Chinese in the brand name may jeopardize the "western image"-still a premium in the China market-of the products. This study is to investigate the influence of brand name Chinese translation on consumer purchase intention taking into consideration the moderating effects of the degree of product hedonism and the degree of consumer involvement in purchasing the product. A lab experiment in 2x2x2 factorial design with manipulation of translation (absence/presence), product hedonism (hedonic versus utilitarian product) and involvement (high versus low involvement product) is conducted. Results are discussed with implications to global marketers aiming at the China market. © Copyright (c) by The Haworth Press, Inc. All rights reserved.