Is Two Really Better than One? The Effects of Dual Language Labelling on Consumer Perceptions and Purchase Intention: An Abstract

In quite a number of countries, companies do not only use the local language in order to describe their products but additionally use at least one second language (Krishna & Ahluwalia, 2008). Not in all cases, companies make a well-researched decision with regard to the choice of that second language but follow a strategy of cost reduction and standardization. Our research was conducted in the context of a food company that started to operate internationally and describes its food products in two languages to save costs. However, the company is without knowledge about the consequences of its dual language labelling approach on consumers’ perceptions of the product in the home market.