How are brand names of Chinese companies perceived by Americans?

2015 ◽  
Vol 24 (2) ◽  
pp. 110-123 ◽  
Author(s):  
Marc Fetscherin ◽  
Adamantios Diamantopoulos ◽  
Allan Chan ◽  
Rachael Abbott
Keyword(s):  
Experimental Design ◽  
Brand Names ◽  
Brand Name ◽  
English Version ◽  
String Length ◽  
Content Type ◽  
Chinese Companies ◽  
The Usa ◽  
Semantic Relevance ◽  
The Impact

Purpose – The purpose of this paper was to conduct an experimental design of Americans’ preferences for the English version of Chinese brand names by drawing from prior research in psychology, linguistics and marketing. The impact of string length and semantic relevance to English on meaningfulness, memorability and likeability of brand names from Chinese companies was assessed. Design/methodology/approach – A 2 × 2 experimental design was used, whereby brand names are categorized by string length (short vs long) and semantic relevance to English (with vs without). Respondents’ perception of the Chinese language in terms of pronounceability, language familiarity and language attitude is used as covariate. Findings – Results reveal shorter brand names, and those with semantic relevance to English are perceived as more memorable. It was also found that pronounceability of the brand name does influence brand name preference in terms of their meaningfulness, memorability and likeability. Research limitations/implications – This exploratory paper is limited to Americans’ perceptions of the English version of Chinese automobile brand names. Practical implications – Chinese companies should therefore carefully consider the brand name characteristics in terms of string length and semantic relevance, as well as their ease of pronunciation when choosing and introducing their brand name in the USA. Originality/value – This is the first paper which assesses Western consumers’ perception of brand names from Chinese automobile companies in terms of their brand meaningfulness, brand memorability and brand likeability.

scholarly journals Branded premiums in tourism destination promotion

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shasha Wang ◽  
Arnold Japutra ◽  
Sebastián Molinillo
Keyword(s):  
Experimental Design ◽  
Design Methodology ◽  
The Body ◽  
Brand Name ◽  
Tourism Destination ◽  
Content Type ◽  
Body Of Knowledge ◽  
The Impact ◽  
Practical Implications

Purpose The purpose of this paper is to test the influence of branded premiums or branded free gifts (e.g. a free of charge suitcase of a well-recognised brand) on tourism destination promotion. Specifically, the impact of brand name and price value of a branded premium on promoting a tourism destination was examined. Design/methodology/approach This research uses two experiment-based studies, applying a between-group experimental design. Findings The results revealed that appreciation leads to intention to visit the promoted destination when the branded promotion is offered. When a destination promotional offer contains a branded premium, consumers respond more favourably to the brand name of the premium than the price value of the premium. This finding applies to consumers’ responses to both the destination and the premium. Research limitations/implications This research adds to the body of knowledge on tourism destination promotion and the branding literature, specifically with promotional and branded premiums. Practical implications Mutual benefits can be obtained by both tourism destination marketers and premium marketers. Originality/value This research highlights the importance of branded premiums in tourism destination promotional offers. This research also shows the influence of the price value of a premium’s brand name in a tourism destination promotional offer.

Role of brand names and product types on bicultural consumers’ purchase intentions

2017 ◽  
Vol 34 (1) ◽  
pp. 53-65 ◽  
Author(s):  
Emi Moriuchi ◽  
Paul R. Jackson
Keyword(s):  
Cultural Identity ◽  
Brand Names ◽  
Minority Population ◽  
Exploratory Research ◽  
Minority Status ◽  
Brand Name ◽  
Content Type ◽  
Starting Point ◽  
The Usa

Purpose The purpose of this study is to examine the role of brand names and product types on bicultural’s purchasing intention. In cross-cultural marketing, a current popular position among bicultural consumer advocates that brand name that has a foreign character denotes that when an unknown brand is present, and if the unknown brand is a hedonic product, then a foreign character that has a long-standing history of delivery quality products should be mandatory. Design/methodology/approach Through a multidisciplinary literature review, qualitatively supported differences in bicultural consumers from a majority-minority status are reviewed and formulated as hypotheses, and a survey is used to collect quantitative data from a stratified random sample. Findings A 2 (cultural identity vs felt ethnicity) × 2 (English brand name vs Japanese brand name) factorial experiment, which tested this contention, revealed that, although consumers are considered biculturals, they will be more inclined to perceive products to be of higher quality when the product is written in Japanese than in English. Furthermore, the result shows that felt ethnicity has a significant impact on attitude toward brand names, whereas bicultural’s cultural identity does not. However, on the other hand, cultural identity has a significant impact on the product type considered, whereas felt ethnicity does not. Research limitations/implications As a starting point for understanding the bicultural consumer from a majority-minority perspective, this study is subject to exploratory research limitations. Practical implications The result suggests that when developing ads, managers should take into account the effect of language characters has on their target audience’s ethnicity. As it is common for ads to consist of written language, colors, images and messages, managers should not just concentrate on one, rather should consider how all these factors can come together and create a favorable ad. Originality/value As the number of immigrants increase in the USA, the notion of considering what a melting pot is has reached another level. Predicted by the US census, in the year 2050, the minority population will take over the mainstream population, resulting in a majority-minority status for these minority individuals. Businesses will then have to redesign their strategy in marketing to this new market segment and not fall victim to these new challenges. They can turn around and leverage them as marketplace opportunities. This study provides some early insights that can help marketers strategically and creatively think of leverage such opportunities.

The impact of labor freedom on geographic cost of living differentials

2017 ◽  
Vol 6 (3) ◽  
pp. 385-395
Author(s):  
Richard Cebula ◽  
James E. Payne ◽  
Donnie Horner ◽  
Robert Boylan
Keyword(s):  
Labor Market ◽  
State Level ◽  
The State ◽  
Annual Data ◽  
Significant Finding ◽  
Cost Of Living ◽  
Content Type ◽  
The Usa ◽  
The Cost ◽  
The Impact

Purpose The purpose of this paper is to examine the impact of labor market freedom on state-level cost of living differentials in the USA using cross-sectional data for 2016 after allowing for the impacts of economic and quality of life factors. Design/methodology/approach The study uses two-stage least squares estimation controlling for factors contributing to cost of living differences across states. Findings The results reveal that an increase in labor market freedom reduces the overall cost of living. Research limitations/implications The study can be extended using panel data and alternative measures of labor market freedom. Practical implications In general, the finding that less intrusive government and greater labor freedom are associated with a reduced cost of living should not be surprising. This is because less government intrusion and greater labor freedom both inherently allow markets to be more efficient in the rationalization of and interplay with forces of supply and demand. Social implications The findings of this and future related studies could prove very useful to policy makers and entrepreneurs, as well as small business owners and public corporations of all sizes – particularly those considering either location in, relocation to, or expansion into other markets within the USA. Furthermore, the potential benefits of the National Right-to-Work Law currently under consideration in Congress could add cost of living reductions to the debate. Originality/value The authors extend the literature on cost of living differentials by investigating whether higher amounts of state-level labor market freedom act to reduce the states’ cost of living using the most recent annual data available (2016). That labor freedom has a systemic efficiency impact on the state-level cost of living is a significant finding. In our opinion, it is likely that labor market freedom is increasing the efficiency of labor market transactions in the production and distribution of goods and services, and acts to reduce the cost of living in states. In addition, unlike previous related studies, the authors investigate the impact of not only overall labor market freedom on the state-level cost of living, but also how the three sub-indices of labor market freedom, as identified and measured by Stansel et al. (2014, 2015), impact the cost of living state by state.

Policy and institutions facilitating entrepreneurial spin-offs: USA, Asia and Europe

2014 ◽  
Vol 3 (2) ◽  
pp. 186-196 ◽  
Author(s):  
Rosa Caiazza ◽  
David Audretsch ◽  
Tiziana Volpe ◽  
Julie Debra Singer
Keyword(s):  
Institutional Setting ◽  
Policy Debate ◽  
Content Type ◽  
Factors Affecting ◽  
Institutional Settings ◽  
The Usa ◽  
New Perspective ◽  
National Analysis ◽  
The Impact ◽  
Cross National

Purpose – Existing work documents the role that institutional setting plays in the process of spin-off creation. However, despite decades of studies, scholars have not clearly explained why some regions are more involved in spin-off activity than others. Drawing from institutional theory, the purpose of this paper is to compare different institutional settings identifying factors affecting the general environment capability to support spin-off activity of a specific region. Design/methodology/approach – The authors utilize a cross-national analysis of American, Asian, and European areas identifying factors affecting their different rate of spin-off activity. This study contributes to the policy debate concerning entrepreneurship and how best to spur spin-off activities. Findings – In this paper, the authors identify the general and specific factors that explain the cross-national diversity in spin-off creation. The authors then perform an analysis of the impact of these factors in various regions of the USA, Asia, and Europe, providing evidence for the necessity of specific combinations of these factors. Originality/value – The paper offers a new perspective on the causes of spin-offs through a cross-national analysis of many areas around the world.

Overcoming resistance to product rebranding

2015 ◽  
Vol 24 (6) ◽  
pp. 621-632 ◽  
Author(s):  
Véronique Collange ◽  
Adrien Bonache
Keyword(s):  
Indirect Effect ◽  
Consumer Attitudes ◽  
Higher Order ◽  
Brand Name ◽  
Negative Effects ◽  
Marketing Practice ◽  
Content Type ◽  
Name Change ◽  
Marketing Managers ◽  
The Impact

Purpose – The purpose of this article is to understand how and why consumers resist or accept product rebranding. It seeks to identify and to quantify the drivers of attitudes toward this marketing practice to guide marketing managers in the execution of an effective changeover. Design/methodology/approach – The research is conducted in three stages. First, a qualitative study is run among 45 consumers to identify variables that might influence attitudes toward product rebranding. Second, a review of literature on the emotion of surprise is carried out to specify the relationships between the variables previously identified and to formulate hypotheses. Third, a quantitative study is conducted among 480 consumers to test the hypotheses and to quantify the impact of each variable. Findings – Surprise impacts attitudes toward product rebranding through a three-way process (automatic, higher-order cognitive, higher-order affective): a direct negative effect, an indirect effect mediated by incomprehension about the reasons for the change and an indirect effect mediated by the negative emotions generated by the change. Moreover, trust in firms diminishes the negative effects of anger, fear and sadness on attitudes toward product rebranding. Research limitations/implications – The research offers a better understanding of processes involved in the building of consumer attitudes toward brand name change. However, it only constitutes a first step in the attempt to understand the phenomena. Practical implications – This practice of brand name change is increasingly popular, but marketing managers are skeptical about the best way to implement it. The paper provides a better understanding of consumer reactions to product rebranding, so that marketing managers can make better decisions. It reveals guidance for successful brand name changes. Originality/value – This paper is the first to propose and to test a comprehensive model of the mental processes involved in the building of consumer attitudes toward product rebranding.

Are atheist consumers less ethical? Investigating the role of religiosity and atheism on consumer ethics

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Denni Arli ◽  
Tuyet-Mai Nguyen ◽  
Phong Tuan Nham
Keyword(s):  
Consumer Ethics ◽  
Intrinsic Religiosity ◽  
Content Type ◽  
Ethical Behaviors ◽  
Segmentation Analysis ◽  
Study Results ◽  
Unethical Behaviors ◽  
The Usa ◽  
Using Data ◽  
The Impact

Purpose There is a perception that non-religious consumers are less ethical than religious consumers. Studies found prejudices against atheists around the world and assumed that those who committed unethical behavior were more likely to be atheists. Hence, first, the purpose of this study is to investigate the effect of consumers’ intrinsic religiosity, extrinsic religiosity and atheism on consumers’ ethical beliefs. Second, this study attempts to segment consumers and identify differences between these segments. Design/methodology/approach Using data from 235 study participants in the USA and 531 in Vietnam. Subsequently, a two-step cluster approach was used to identify segments within these samples. Findings The study results show consumers’ intrinsic religiosity negatively influences all consumers’ unethical beliefs. Similarly, atheism also negatively influences all consumers’ unethical beliefs. This study also complements other studies exploring consumer ethics in developing countries. In addition, the segmentation analysis produced unique segments. The results from both samples (USA and Vietnam) indicated that non-religious consumers are less likely to accept various unethical behaviors compared to religious consumers. Religious consumers are not necessarily more ethical and atheism consumers are not necessarily less ethical. In the end, are implications for business ethics, religious and non-religious leaders on how to view the impact of beliefs on consumer ethical behaviors. Originality/value This is one of the first few studies investigating the impact of atheism on consumer ethics. The results of this study further extend the knowledge of study in consumer ethics by comparing consumers’ religiosity and atheism.

Optimisation of geotechnical surveys using a BIM-based geostatistical analysis

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Elham Mahmoudi ◽  
Marcel Stepien ◽  
Markus König
Keyword(s):  
Experimental Design ◽  
Data Structures ◽  
Digital Design ◽  
Ground Model ◽  
Content Type ◽  
Design Environments ◽  
Spatial Estimation ◽  
Computational Performance ◽  
Geological Models ◽  
The Impact

PurposeA principle prerequisite for designing and constructing an underground structure is to estimate the subsurface's properties and obtain a realistic picture of stratigraphy. Obtaining direct measure of these values in any location of the built environment is not affordable. Therefore, any evaluation is afflicted with uncertainty, and we need to combine all available measurements, observations and previous knowledge to achieve an informed estimate and quantify the involved uncertainties. This study aims to enhance the geotechnical surveys based on a spatial estimation of subsoil to customised data structures and integrating the ground models into digital design environments.Design/methodology/approachThe present study's objective is to enhance the geotechnical surveys based on a spatial estimation of subsoil to customised data structures and integrating the ground models into digital design environments. A ground model consisting of voxels is developed via Revit-Dynamo to represent spatial uncertainties employing the kriging interpolation method. The local arrangement of new surveys are evaluated to be optimised.FindingsThe visualisation model's computational performance is modified by using an octree structure. The results show that it adapts the structure to be modelled more efficiently. The proposed concept can identify the geological models' risky locations for further geological investigations and reveal an optimised experimental design. The modifications criteria are defined in global and local considerations.Originality/valueIt provides a transparent and repeatable approach to construct a spatial ground model for subsequent experimental or numerical analysis. In the first attempt, the ground model was discretised by a grid of voxels. In general, the required computing time primarily depends on the size of the voxels. This issue is addressed by implementing octree voxels to reduce the computational efforts. This applies especially to the cases that a higher resolution is required. The investigations using a synthetic soil model showed that the developed methodology fulfilled the kriging method's requirements. The effects of variogram parameters, such as the range and the covariance function, were investigated based on some parameter studies. Moreover, a synthetic model is used to demonstrate the optimal experimental design concept. Through the implementation, alternative locations for new boreholes are generated, and their uncertainties are quantified. The impact of the new borehole on the uncertainty measures are quantified based on local and global approaches. For further research to identify the geological models' risky spots, the development of this approach with additional criteria regarding the search neighbourhood and consideration of barriers and trends in real cases (by employing different interpolation methodologies) should be considered.

Teaching students out of harm’s way

2018 ◽  
Vol 16 (3) ◽  
pp. 290-302
Author(s):  
Esther Charlotte Moon
Keyword(s):  
Technology Integration ◽  
School Districts ◽  
Digital Citizenship ◽  
Digital Environment ◽  
Content Type ◽  
Instructional Content ◽  
Device Integration ◽  
The Usa ◽  
K 12 ◽  
The Impact

Purpose The purpose of this paper is to demonstrate how changes in K-12 educational delivery methods in the USA impacts students as 1:1 device programs become a required tool for learning. This change produces gaps in knowledge and understanding of the digital environment and exposes minors to risk. Mandatory technology integration by school districts places the ethical responsibility on school districts to prepare students to use the digital environment to mitigate risk. Design/methodology/approach The author’s literature review focused on the impact of personal device integration in education on students. The author surveyed teachers in the district on what they perceived as risk to students accessing the digital environment and what they believe creates value in digital citizenship instructional content. The author also gathered information while serving on the school district technology steering committee and digital citizenship working group. Findings Mandatory 1:1 device programs used for learning provide unlimited access to the digital environment. This technology integration creates digital knowledge gaps in understanding among students and exposes them to risk or dangers such as loss of privacy, psychological harms and engaging in or being a victim of illegal online activities. School districts are responsible for providing a remedy to close this gap and mitigate risk by developing learning content resources for teachers. Social implications As 1:1 device programs continue to grow in school districts in the USA, it is essential for students to learn to apply protocols and understand norms of the digital world. Providing a digital citizenship curriculum in a format such as a Google Site will offer educators access to instructional content that teaches students to apply protocols, understand norms of the internet and social media and foster critical thinking to analyze power structures, biases and recognize manipulation online. Student must learn how to apply rules that challenge assumptions behind the digital content they see, and they must be able to identify and resolve digital practices and behaviors that are problematic, so they are prepared to participate in a digital society. Originality/value This perspective may be relevant to school districts contemplating personal device integration, providing insight into how 1:1 device use impacts students and develops an ethical position for creating digital citizenship resources for teachers.

Foreign subsidiaries’ competitive strategy: the impact of corporate support and local competition

2017 ◽  
Vol 29 (6) ◽  
pp. 606-627 ◽  
Author(s):  
Anders Pehrsson
Keyword(s):  
Product Differentiation ◽  
Competitive Strategy ◽  
Positive Association ◽  
International Strategy ◽  
Competitive Intensity ◽  
Content Type ◽  
Cost Leadership ◽  
The Usa ◽  
Corporate Support ◽  
The Impact

Purpose The study draws on the resource-based view and the contingency view of strategy. The purpose of this paper is to contribute to international strategy literature by extending the current understanding of foreign subsidiary’s competitive strategy in terms of cost leadership and product differentiation. Design/methodology/approach Hypotheses concern associations between corporate support building on product and skills relatedness and subsidiary strategies. Also, it is hypothesized that strategies are due to the type of local competitive intensity. The hypotheses were tested on wholly owned subsidiaries of Swedish industrial firms in Germany, the UK and the USA. Findings Product and skills relatedness between the subsidiary and the corporate core unit are positively associated with the subsidiary’s emphasis on cost leadership. Also, a positive association was found between skills relatedness and product differentiation, and extensive competitive intensity strengthens the relationship. Research limitations/implications The study specifies what business relatedness is needed for a subsidiary’s competitive strategy; skills relatedness is more important than product relatedness; the type of local competitive intensity is important; corporate support and local strategy operate simultaneously. Practical implications Management is advised to implement a foreign subsidiary’s competitive strategy by recognizing the mechanisms identified in this study. Originality/value In a unique way, the study captures the role of corporate support of a foreign subsidiary’s competitive strategy relying on business relatedness and the importance of aligning the strategy with competitive intensity.

Lending a hand: perceptions of green credit cards

2018 ◽  
Vol 36 (7) ◽  
pp. 1329-1346 ◽  
Author(s):  
Lei Huang ◽  
Julie Fitzpatrick
Keyword(s):  
Social Exchange ◽  
Undergraduate Students ◽  
Credit Card ◽  
Symbolic Interaction ◽  
Environmental Concern ◽  
Credit Cards ◽  
Medium Size ◽  
Content Type ◽  
The Usa ◽  
The Impact

Purpose The purpose of this paper is to explore the impact of donation amount and framing on financial products, this research investigates consumers’ attitudes and behaviors toward cause-related credit cards with different donation sizes and framing types. Design/methodology/approach This research investigates consumers’ perceptions of green credit cards using two experiments with a between-subject design (n =297) and a mixed design (n =238), respectively. All the participants, recruited from a major state university in the USA, are undergraduate students who use credit cards. Findings A medium-size donation optimizes the outcome of a cause-related credit card offer. Moreover, a donation framed as cash rewards has stronger effects on a consumer’s perception and consequent reactions to the “green” credit cards than an annual percentage rate framing. Finally, consumers with high levels of environmental concern and propensity to volunteer have stronger intention to adopt and are more likely to recommend the proposed credit card. Originality/value Building upon the theories of social exchange and symbolic interaction, this research is the first to provide empirical evidence regarding the application of volunteerism and perceived consumer effectiveness for financial institutions and their cause-related marketing campaign partners in selecting suitable environmental causes.

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