Do Brand Names in a Foreign Language Lead to Different Brand Perceptions?

9291 Words38 Pages
Journal of Marketing Management Vol. 26, Nos. 11–12, October 2010, 1037–1056

Do brand names in a foreign language lead to different brand perceptions?
Laura Salciuviene, Lancaster University, UK Pervez N. Ghauri, Kings College London, UK Ruth Salomea Streder, Lewis-Global Public Relations, UK Claudio De Mattos, Manchester Business School, UK
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
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This study also details the concept of foreign branding. A further contribution of this study is to investigate these concepts and their incongruence in the services sector, as most of the previous studies on brands and country of origin were conducted in the context of consumer products. Methodologically, the study contributes towards a better understanding of actual consumers (rather than students) of specific services. It provides more accurate insights into the effects of a brand name in a foreign language and country of origin, and their incongruence, on consumer perceptions.

Background and hypotheses
Congruity and categorisation theory The researchers apply congruity and categorisation theory (Osgood & Tannenbaum, 1955) to understand how to enhance brand perceptions of consumers. The congruity perspective enlightens how congruent versus incongruent information changes consumer attitudes (Osgood & Tannenbaum, 1955). In other words, congruity explains ‘the attitude change that occurs when a source is connected to a particular attitude object’ (Jagre, Watson, & Watson, 2001, p. 439). In this study, ‘congruity’ refers to the condition in which the language of a brand name matches the country of origin of the language (i.e. German brand name and Germany as country of origin), while

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