Indonesians’ perceptions of fully and hybrid English brand names: A survey-based study

Abstract

This study explores how Indonesians perceive fully English and hybrid English-Indonesian brand names, such as blends and compounds. It addresses whether English use in branding reflects creativity or raises concerns about linguistic dominance. We hypothesized that English is used mainly for commercial creativity and that globalization, not nationalism, drives its adoption. Two online surveys were conducted: the first selected 15 familiar brand names, and the second measured participants' perceptions using Likert-scale items and open-ended questions. Findings showed moderate-to-high agreement (mean = 72.08%) that English enhances brand appeal (78.54%), memorability (73.94%), and market expansion (73.33%). Most participants (75.63%) did not see English use as conflicting with nationalism, suggesting English is viewed as a tool for global competitiveness. Structural Equation Modeling revealed that younger participants and those with higher English proficiency were more accepting of English brand names. Qualitative responses highlighted an appreciation for creative word blending, aligning with Halliday’s “anti-language” concept. Overall, hybrid branding reflects Indonesians’ pragmatic response to globalization, balancing commercial needs with cultural identity. This study contributes to sociolinguistic debates by showing that English adoption in branding can represent creative agency rather than cultural loss.