Brand Name Language: Is it True That Foreign Brand Names are More Qualified, Luxurious and Modern?
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...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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EconJournals
2023-05-01
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| Series: | International Review of Management and Marketing |
| Subjects: | |
| Online Access: | http://www.econjournals.com/index.php/irmm/article/view/14231 |
| _version_ | 1827943977620340736 |
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| author | Sutisna Sutisna Tata Rustandi |
| author_facet | Sutisna Sutisna Tata Rustandi |
| author_sort | Sutisna Sutisna |
| collection | DOAJ |
| description |
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.
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| first_indexed | 2024-03-13T10:23:26Z |
| format | Article |
| id | doaj.art-07dbd23b7e9e48bdbb327b9f15dff3ca |
| institution | Directory Open Access Journal |
| issn | 2146-4405 |
| language | English |
| last_indexed | 2024-03-13T10:23:26Z |
| publishDate | 2023-05-01 |
| publisher | EconJournals |
| record_format | Article |
| series | International Review of Management and Marketing |
| spelling | doaj.art-07dbd23b7e9e48bdbb327b9f15dff3ca2023-05-19T14:31:51ZengEconJournalsInternational Review of Management and Marketing2146-44052023-05-0113310.32479/irmm.14231Brand Name Language: Is it True That Foreign Brand Names are More Qualified, Luxurious and Modern?Sutisna Sutisna0Tata Rustandi1Master Management, Bina Bangsa University, Serang, IndonesiaMaster Management, Bina Bangsa University, Serang, Indonesia. 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. http://www.econjournals.com/index.php/irmm/article/view/14231Brand name, foreign language, quality, luxurious, modern |
| spellingShingle | Sutisna Sutisna Tata Rustandi Brand Name Language: Is it True That Foreign Brand Names are More Qualified, Luxurious and Modern? International Review of Management and Marketing Brand name, foreign language, quality, luxurious, modern |
| title | Brand Name Language: Is it True That Foreign Brand Names are More Qualified, Luxurious and Modern? |
| title_full | Brand Name Language: Is it True That Foreign Brand Names are More Qualified, Luxurious and Modern? |
| title_fullStr | Brand Name Language: Is it True That Foreign Brand Names are More Qualified, Luxurious and Modern? |
| title_full_unstemmed | Brand Name Language: Is it True That Foreign Brand Names are More Qualified, Luxurious and Modern? |
| title_short | Brand Name Language: Is it True That Foreign Brand Names are More Qualified, Luxurious and Modern? |
| title_sort | brand name language is it true that foreign brand names are more qualified luxurious and modern |
| topic | Brand name, foreign language, quality, luxurious, modern |
| url | http://www.econjournals.com/index.php/irmm/article/view/14231 |
| work_keys_str_mv | AT sutisnasutisna brandnamelanguageisittruethatforeignbrandnamesaremorequalifiedluxuriousandmodern AT tatarustandi brandnamelanguageisittruethatforeignbrandnamesaremorequalifiedluxuriousandmodern |