| ABSTRACT | 第1-6页 |
| 摘要 | 第6-10页 |
| Chapter One Introduction | 第10-18页 |
| ·Background of the Research | 第10-14页 |
| ·Rationale of the Research | 第14-16页 |
| ·Significance of the Research | 第16-17页 |
| ·Layout of the Thesis | 第17-18页 |
| Chapter Two Literature Review | 第18-34页 |
| ·Literature Review of Language Attitudes | 第18-24页 |
| ·Introduction | 第18-21页 |
| ·Relevant Research on Language Attitudes | 第21-22页 |
| ·Methods of Language Attitudes Research | 第22-24页 |
| ·Literature Review of Brand Name Translation | 第24-34页 |
| ·Introduction | 第24-25页 |
| ·Relevant Research on Brand Name Translation | 第25-27页 |
| ·Principles and Methods of Brand Name Translation | 第27-29页 |
| ·Situations in Chinese Brand Name Translation | 第29-34页 |
| Chapter Three Methodology and Research Design | 第34-46页 |
| ·Introduction | 第34-36页 |
| ·Design of the Research | 第36-44页 |
| ·Research Questions | 第36页 |
| ·Subjects | 第36-37页 |
| ·Instruments | 第37-38页 |
| ·Research Procedures | 第38-44页 |
| ·Reliability and Validity | 第44-46页 |
| Chapter Four Results and Discussion | 第46-64页 |
| ·Influences of Language on Attitudes towards High-Tech Brand Names | 第47-53页 |
| ·On Cognitive Attitudes | 第47-49页 |
| ·On Affective Attitudes | 第49-51页 |
| ·On Behavioral Attitudes | 第51-53页 |
| ·Influences of Language on Attitudes towards Low-Tech Brand Names | 第53-58页 |
| ·On Cognitive Attitudes | 第53-55页 |
| ·On Affective Attitudes | 第55-57页 |
| ·On Behavioral Attitudes | 第57-58页 |
| ·Differences of Attitudes towards High-Tech and Low-Tech Brand Names | 第58-60页 |
| ·Relationships of Cognitive, Affective and Behavioral Attitudes | 第60-64页 |
| Chapter Five Conclusion | 第64-74页 |
| ·Summary of the Research | 第64-66页 |
| ·Implications of the Research | 第66-71页 |
| ·Limitations of the Research | 第71页 |
| ·Recommendations for Further Research | 第71-74页 |
| BIBLIOGRAPHY | 第74-78页 |
| APPENDIXⅠ | 第78-80页 |
| APPENDIXⅡ | 第80-82页 |
| APPENDIX Ⅲ | 第82-84页 |
| ACKNOWLEDGEMENTS | 第84-86页 |
| PUBLICATED PAPERS | 第86页 |
