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

• Published in: Journal of marketing management Vol. 26; no. 11-12; pp. 1037 - 1056
• Main Authors: Salciuviene, Laura, Ghauri, Pervez N., Salomea Streder, Ruth, De Mattos, Claudio
• Format: Journal Article
• Language: English
• Published: Helensburg Taylor & Francis 01.01.2010; Taylor & Francis Ltd
• Subjects: Brand differentiation; brand name preferences; brand name suitability; Brand names; brand names in foreign languages; Brand preferences; Brands; Empirical research; Foreign languages; hedonic/utilitarian brand perceptions; International trade; Languages; Organizational structure; Perceptions; Rule of origin; services industry; Strategic management; Studies; Utilitarianism
• ISSN: 0267-257X; 1472-1376
• DOI: 10.1080/0267257X.2010.508976

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.