Do brand names in a foreign language lead to different brand perceptions?

Laura Salciuviene, Pervez N. Ghauri, Ruth Salomea Streder, Claudio De Mattos

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Abstract

This study examines the effects of brand names in a foreign language, country of origin, and the incongruence between the two on brand perceptions of services. Employing congruity and categorisation theory as a theoretical foundation, this study empirically tests a number of hypotheses. The findings suggest that services with a French brand name are perceived as more hedonic. In the context of hedonic services, the incongruence between brand names in a foreign language and country of origin leads to increased perceptions of services as more hedonic. In the context of utilitarian services, the same incongruence leads to higher perceived suitability and preference for brand names in a foreign language. The paper concludes with research and managerial implications for brand managers and further research directions. © 2010 Westburn Publishers Ltd.
Original languageEnglish
Pages (from-to)1037-1056
Number of pages20
JournalJournal of Marketing Management
Volume26
Issue number11-12
DOIs
Publication statusPublished - 2010

Keywords

  • Brand name preferences
  • Brand name suitability
  • Brand names in foreign languages
  • Hedonic/utilitarian brand perceptions
  • Services industry

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