The Effect of Language on Brand Evaluation : A comparison of consumers’ brand evaluations of English and Spanish branding in Colombia
AutorSeiberle, Nadine Adriana
Whether brand names should be standardized or adapted to a certain target market has been a key question in international marketing literature. Language can be an important origin cue of a product and hence, can be used as a marketing tool to enhance product evaluations of consumers, or might be applied as a segmentation tool to attract a certain consumer segment of a foreign sales market. There have been a variety of studies that analyzed the effect of language in brand names on brand personality, attitudes towards the brand and purchase intention. However, these studies did not consider language in other external product attributes such as slogan and product information. Applying a factorial design, in this research, four consumer groups evaluated a simulated product. Main characteristics of the product were determined by two focus groups in order to guarantee that other external product attributes did not influence brand evaluations. The brand name and slogan were also created and translated by focus groups. Each of the four groups were shown a stimulus illustrating the same product. However, the combinations of language used in the brand names and slogan/product information were different between the groups. The questionnaire that contained the stimulus was distributed through an online questionnaire in Colombia. Results showed that the competence dimension of brand personality generated higher results for Spanish branding compared to English branding. Moreover, study outcomes indicate that education and English knowledge had an effect on brand evaluations of English and Spanish branded products.
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