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Brand Name Language: Is it True That Foreign Brand Names are More Qualified, Luxurious and Modern?

Author

Listed:
  • Sutisna Sutisna

    (Master Management, Bina Bangsa University, Serang, Indonesia)

  • Tata Rustandi

    (Master Management, Bina Bangsa University, Serang, Indonesia.)

Abstract

The purpose of this study is to see whether product brand names that use foreign languages, especially English, are perceived as higher quality, more luxurious, and more modern than product brand names that use local languages by consumers in developing countries. The population in this study were residents of Banten Province, Indonesia. Data collection using a questionnaire distributed via google form and collected as many as 275 respondents' answers. The analysis method uses paired sample mean difference test. The results showed that foreign brand names that use foreign languages are perceived as higher quality, more luxurious, and more modern than brand names that use local languages. Therefore, giving product brand names whose markets are consumers in developing countries, using foreign language brand names, especially English, will be preferred by consumers.

Suggested Citation

  • Sutisna Sutisna & Tata Rustandi, 2023. "Brand Name Language: Is it True That Foreign Brand Names are More Qualified, Luxurious and Modern?," International Review of Management and Marketing, Econjournals, vol. 13(3), pages 9-15, May.
    • Handle: RePEc:eco:journ3:2023-03-2
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    References listed on IDEAS

    as
    1. I Gede Mahatma Yuda Bakti & Sik Sumaedi & Tri Rakhmawati & Sih Damayanti & Medi Yarmen, 2020. "The Model of Domestic Product Quality Syndrome," SAGE Open, , vol. 10(4), pages 21582440209, December.
    2. Sulhaini & Rusdan & Rahman Dayani & Sulaimiah & Baiq Ismiwati, 2019. "Local brand origin knowledge of young consumers in a developing country," International Journal of Applied Management Science, Inderscience Enterprises Ltd, vol. 11(1), pages 72-90.
    3. Rafael Barreiros Porto & Talyta da Silva Soyer, 2018. "Is naming brands in English worth doing? Effects of foreignness and country of origin on brand equity," Brazilian Business Review, Fucape Business School, vol. 15(6), pages 606-623, November.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Brand name; foreign language; quality; luxurious; modern;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

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