Foreign Branding and Its Effects on Product Perceptions and Attitudes: A Replication and Extension in A Multicultural Setting

Thakor, Mrugank V.; Pacheco, Barney G.

doi:10.1080/10696679.1997.11501747

Cited by 39 publications

(30 citation statements)

References 27 publications

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“…A composite score was used for each respondent (α=.91). Gender was included because previous research suggests that relative to their male counterparts, female consumers tend to rate foreign products more favorably (Wall and Heslop 1986), have more positive views about foreign brand names (Thakor and Pacheco 1997), and exhibit higher levels of brand origin recognition accuracy (Samiee et al 2005).…”

Section: Have Never Seen Advertisements About This Brand Inmentioning

confidence: 99%

Non-local or local brands? A multi-level investigation into confidence in brand origin identification and its strategic implications

Ling

Yang

Hui

2009

J. of the Acad. Mark. Sci.

205

211

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This article addresses a growing dilemma surrounding the strategic value of perceived brand foreignness (PBF) among consumers in emerging economies. Building on recent research evidence from the brand origin literature, we introduce the concept of confidence in brand origin identification (CBO) and theorize its moderating impact on the value of PBF in explaining and predicting brand evaluation. Using a multi-level modeling technique, this study provides evidence showing that CBO moderates the effect of PBF on consumer evaluations of brand value. Moreover, the moderating influence of CBO is found to be more profound for local than for foreign brands. Managerial implications for building both global and local brands in emerging markets are discussed.

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Section: Have Never Seen Advertisements About This Brand Inmentioning

confidence: 99%

Non-local or local brands? A multi-level investigation into confidence in brand origin identification and its strategic implications

Ling

Yang

Hui

2009

J. of the Acad. Mark. Sci.

205

211

View full text Add to dashboard Cite

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“…In contrast German pronunciation of a brand name effects utilitarian perceptions of products (Heslop & Papadopoulos, 1993). Thakor & Pacheco (1997) used Italian, French, and English brand names and found that French, Italian, and English brand names were perceived as equally hedonic, thus foreign brand named products were not perceived as more hedonic than domestic brand named products. Along similar lines, Soto et al (2009) used English, French and Spanish brand names and found that French and English brand names associated more hedonic associations and English foreign brand names were liked more than French or Spanish brand names across hedonic, hybrid and utilitarian product categories.…”

Section: Foreign Brandingmentioning

confidence: 99%

Insights into Consumer Preference of Foreign Brand Names: Reality or Myth?

Ergin¹,

Akbay²,

Ozsacmaci³

2014

IJMS

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This study builds from LeClerc et al.'s (1989LeClerc et al.'s ( , 1994 work on foreign branding effects, but it does so in the context of a developing East European country; as in the case of Turkey. The purpose of this exploratory research is to examine consumers' attitudes towards products with foreign brand names and also to assess the impact of foreign brand names on the purchasing decision making. In the data collection phase of the study an in-depth interviews were conducted with 23 participants in the city of Ankara, Turkey. The results show that products with foreign brand names elicit more positive consumer attitude than products with national brands. Overall, the findings suggest that consumers prefer to purchase products with foreign brand names for a variety of reasons which including quality, reliability, functionality and prestige. The results have important implications for domestic and foreign manufacturers with regards to the consumer-side effects of their decisions on branding strategies and on their competitive foreign branding decisions.

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“…Ten derde werden de effecten van vreemde talen in reclame tot nog toe voornamelijk onderzocht bij studenten (cf. Ahn & La Ferle, 2008; Gerritsen e.a., 2010; Hornikx e.a., 2013; Leclerc e.a., 1994; Petrof, 1990;Planken e.a., 2010;Thakor & Pacheco, 1997). Wij streefden naar een heterogenere steekproef.…”

Section: Onderzoeksdoel En -Vragenunclassified

De doeltreffendheid van een Italiaanse versus Nederlandse slagzin in een Italiaanse wijnreclame

Raedts

Dupré²

2015

DuJAL

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Foreign languages are commonly used in advertising, because it is generally thought that they attract consumers' attention. Compared to English, Italian is only rarely chosen by European advertisers. Precisely because of their low frequency, Italian words have a higher chance to capture and hold the consumers' attention. Although foreign languages are widespread in advertising, the effectiveness of their use has not been studied extensively. In our study on print advertisements we compare the effectiveness of a foreign language slogan (Italian) relative to a slogan in the local language (Dutch). More specifically, we focus on the effects of foreign language usage on cognitive, affective and conative consumer responses. Cognitive responses include spontaneous and prompted recall of the slogan and the brand name. Affective responses pertain to the attitude towards the slogan, the brand and the advertisement. Conative response was defined in terms of purchase intention. Our sample consisted of 236 subjects of different age and educational level from the Dutch speaking part of Belgium. These participants had little or no knowledge of the Italian language. The experiment had a betweensubjects design. Participants either saw the Italian or the Dutch version of the advertisement. In order to optimize the effectiveness of the use of the foreign language, we ensured a match between foreign language, country of origin, and the advertised product. Therefore, we created an advertisement for Italian wines with visual elements (a picture and a drawing) evoking Italy. Additionally, we chose easy Italian words, as previous research has shown that slogans with easy foreign words are more appreciated than difficult slogans. The results of our study show that the Dutch slogan was more effective for the spontaneous and prompted recall of the brand name. The language of the slogan had no effect on participants' attitudes towards the brand, the slogan and the advertisement. By contrast, the Italian slogan had

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Foreign Branding and Its Effects on Product Perceptions and Attitudes: A Replication and Extension in A Multicultural Setting

Cited by 39 publications

References 27 publications

Non-local or local brands? A multi-level investigation into confidence in brand origin identification and its strategic implications

Non-local or local brands? A multi-level investigation into confidence in brand origin identification and its strategic implications

Insights into Consumer Preference of Foreign Brand Names: Reality or Myth?

De doeltreffendheid van een Italiaanse versus Nederlandse slagzin in een Italiaanse wijnreclame

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