chapter  4
20 Pages

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

WithLaura Salciuviene, Pervez N. Ghauri, Ruth Salomea Streder

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).