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

1 Citation (Scopus)


Prior research in the domain of brand management suggests that brand names are key indicators of the products that have become an imperative asset that influences consumer brand perceptions in today’s highly competitive environment (Ailawadi & Keller, 2004). Brand names simplify consumer choices by helping them to recognise products more easily (Friedman, 1985). Well-chosen brand names contribute to the strength of the product. Brand names that are associated with positive attributes score higher on overall liking (Kohli & Harich, 2005). Moreover, sounds (phonetic structure) of brand names may affect consumer attitudes (Yorkston & Menon, 2004). Although companies tend to use ‘brand names that suggest language origins different from the brands’ true country-of-origin’ (Samiee, Shimp, & Sharma 2005, p. 391), evidence of consumer preferences for foreign brand names is limited and ‘the literature on branding in an international context is somewhat sparse’ (Alashban, Hayes, Zinkhan, & Balazs, 2002, p. 38).

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

Publication series

NameKey Issues in Marketing Management


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