The Impact of Translation Quality on Brand Equity and Consumer Trust in the Saudi Market

Abstract

Translation is often treated as a downstream production task: a campaign is written, approved, and only then sent for conversion into Arabic. That sequence overlooks the commercial work performed by translated language. In the Saudi market, a product page, mobile interface, warranty, advertisement, chatbot reply, or complaint response does more than transfer information. It tells consumers whether a brand is competent, attentive, culturally present, and likely to honour its promises. This article develops an integrative conceptual account of how translation quality shapes consumer trust and customer-based brand equity in Saudi Arabia. Drawing on translation studies, signalling theory, processing-fluency research, e-commerce trust literature, and brand-equity scholarship, it proposes a Translation Quality–Trust–Equity framework. Translation quality is defined through seven connected dimensions: semantic and factual accuracy; functional clarity and completeness; terminological and cross-touchpoint consistency; cultural-pragmatic congruence; brand-voice coherence; digital usability; and transparency, legal, and ethical adequacy. The framework argues that these dimensions influence trust indirectly through cognitive fluency, perceived product and service quality, brand credibility, cultural respect and authenticity, and lower perceived risk. Trust then strengthens awareness, favourable associations, loyalty, willingness to recommend, and resistance to competitors. The effects are expected to be particularly strong for high-risk or technically complex purchases and in digital settings where language substitutes for physical inspection and face-to-face reassurance. The analysis also rejects a simplistic Arabic-versus-English prescription: language choice creates value only when it fits the audience, category, touchpoint, and brand promise. The article concludes with eight research propositions, a practical governance model for Saudi-facing brands, and an empirical agenda for testing causal and longitudinal effects.