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

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.

Does country of origin affect brand associations? The case of Italian brands in China

“…Country image refers to the stereotypes that consumers hold about a particular country in terms of its economic development, political stability and cultural environment (Salciuviene et al, 2010). It is the representation, reputation or stereotype of a specific country that consumers associate with the products from it (Nagashima, 1970(Nagashima, , 1977.…”

What's in a Name? Place Branding and Toponymic Commodification

“…Branding effort is often undertaken to improve a place's image in the eyes of external stakeholders (tourists, inward investors), and boost its economic vitality and viability. An important aspect of any branding process is the brand name (Durgee and Stuart, 1987;Kholi and LaBahn, 1995;Ries and Trout, 1981;Robertson, 1989;Salciuviene et al, 2010), and there are many locations where those responsible for marketing activities have taken the name of the place (or toponym) and attempted to commodify it-and the place itself-typically through incorporation into a slogan or logo. Whilst place brands per se are far more than their logos and slogans, it is these that represent the most visible aspect of place marketing effort.…”

User-Generated Content Em Serviços: Uma Análise Do Aeroporto Internacional De Guarulhos (Gru)

“…Se por um lado, clientes de países não-anglófonos podem apreciar o uso da língua inglesa (Spielmann & Delvert, 2014), por outro, até mesmo os clientes capazes de falarem fluentemente uma segunda língua podem recusar-se enfaticamente a participar em um serviço prestado nesse idioma (Holmqvist, 2011) Independente do fator emocional, cada cliente tem a sua própria forma de expressão da linguagem. Pesquisas sobre marcas evidenciam que o uso da linguagem influencia a autenticidade percebida da marca pelo consumidor (Salciuviene, Ghauri, Streder, & De Mattos, 2010), mas a questão de como o uso da linguagem influencia as percepções do cliente de serviço ainda necessitam ser exploradas.…”