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

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

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


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.
Original languageEnglish
Title of host publicationMulticultural Perspectives in Customer Behaviour
EditorsMaria G. Piacentini, Charles C. Cui
Place of PublicationLondon
Number of pages20
ISBN (Electronic)9781135744083, 9780203722411
ISBN (Print)9781138008922, 9780415628907
Publication statusPublished - 18 Jun 2012
Externally publishedYes

Publication series

NameKey Issues in Marketing Management

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