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

Salciuviene, Laura and Ghauri, Pervez and Streder, Ruth Salomea and De Mattos, Claudio (2010) Do brand names in a foreign language lead to different brand perceptions? Journal of Marketing Management, 26 (11-12). pp. 1037-1056. ISSN 0267-257X

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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.

Item Type:
Journal Article
Journal or Publication Title:
Journal of Marketing Management
Uncontrolled Keywords:
/dk/atira/pure/subjectarea/asjc/1400/1406
Subjects:
ID Code:
60496
Deposited By:
Deposited On:
07 Dec 2012 13:44
Refereed?:
Yes
Published?:
Published
Last Modified:
11 Mar 2020 03:43