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.
Original language | English |
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Title of host publication | Multicultural Perspectives in Customer Behaviour |
Publisher | Taylor and Francis |
Pages | 45-64 |
Number of pages | 20 |
ISBN (Electronic) | 9781135744083 |
ISBN (Print) | 9780415628907 |
DOIs | |
Publication status | Published - 1 Jan 2013 |
Bibliographical note
Publisher Copyright:© 2012 Westburn Publishers Ltd.
ASJC Scopus subject areas
- Economics, Econometrics and Finance(all)
- General Business,Management and Accounting