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

2014 ◽  
Vol 6 (4) ◽  
Author(s):  
Elif A. Ergin ◽  
Handan O. Akbay ◽  
Bulent Ozsacmaci
Keyword(s):  
Consumer Preference ◽  
Brand Names ◽  
Foreign Brand

When foreign brands appear local, and local brands appear foreign

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Bo Chen
Keyword(s):  
Developing Countries ◽  
Purchase Intention ◽  
Empirical Studies ◽  
Country Of Origin ◽  
Developed Countries ◽  
Brand Names ◽  
Content Type ◽  
Product Categories ◽  
Foreign Brand ◽  
Foreign Brands

PurposeBoth foreign and local companies frequently name their brands in foreign language on the market of developing countries, and some of them choose to disclose the brands' country of origin to consumers. The purpose of this research is to investigate the joint effects between the practices of disclosing the actual country of origin of the brands and the language of the brand names on consumers' purchase intention for foreign brands and local brands in developing countries.Design/methodology/approachThe proposed hypotheses were tested in two studies, namely an experiment and a field experimental survey, with stimuli from two product categories.FindingsThe results of the two empirical studies with Chinese participants consistently demonstrate that revealing the actual country of origin of the brands undermines consumers' purchase intention for local brands that use foreign brand names, but does not impact consumers' purchase intention for foreign brands that use local brand names.Originality/valueThis research first investigates the effects of adapting the brand names into local language of developing countries for brands from developed countries on consumers' purchase intention, which provides new insight into the literature on foreign branding and country of origin effects as well as practical implications for brand managers.

The Double-Edged Sword of Foreign Brand Names for Companies from Emerging Countries

2012 ◽  
Vol 76 (6) ◽  
pp. 21-37 ◽  
Author(s):  
Valentyna Melnyk ◽  
Kristina Klein ◽  
Franziska Völckner
Keyword(s):  
Emerging Countries ◽  
Brand Names ◽  
Foreign Brand

Effects of pronoun brand name perspective and positioning on brand attitude

2015 ◽  
Vol 24 (2) ◽  
pp. 157-164 ◽  
Author(s):  
Luke Kachersky ◽  
Marina Carnevale
Keyword(s):  
Relative Effectiveness ◽  
Consumer Preference ◽  
Self Esteem ◽  
Brand Names ◽  
Social Benefits ◽  
Brand Name ◽  
Second Person ◽  
Content Type ◽  
Consumer Responses ◽  
Person Pronoun

Purpose – The purpose of this paper is to investigate the relative effectiveness of the second-person pronoun perspective within a brand name (as in “You”Tube) and the first-person pronoun perspective (as in “i”Phone). Design/methodology/approach – Drawing on prior research on self-concept, general pronoun usage and the fit between branding tactics and positioning, it is predicted that “you” will garner more favorable consumer responses when the brand is positioned on social benefits, while “I” will garner more favorable responses when the brand is positioned on personal benefits. These predictions are tested in two experiments with US consumers. Findings – When the brand in the experiment was positioned for its social benefits, “you” elicited more favorable brand attitudes than “I”, while the opposite was true when the brand was positioned for its personal benefits. This effect tends to be stronger among those with higher self-esteem. Practical implications – Managers can make more informed pronoun brand name selections based on their brand’s intended positioning – if it is social, “you” should be used; if it is personal, “I” should be used. Originality/value – The influence of pronouns in brand names is still largely unexplored. This research is the first to examine “you” brand names and also sheds light on how another marketing variable – positioning – impacts consumer preference for pronoun brand names. Finally, this work shows that such effects are more pronounced for those with higher self-esteem.

Influence of number magnitude in luxury brand names on consumer preference

2019 ◽  
Vol 47 (5) ◽  
pp. 1-9 ◽  
Author(s):  
Wenting Feng ◽  
Tao Wang ◽  
Guo Rui
Keyword(s):  
Consumer Preference ◽  
Consumer Involvement ◽  
Brand Names ◽  
Luxury Brands ◽  
Brand Name ◽  
Luxury Brand ◽  
Number Magnitude ◽  
The Relationship ◽  
Moderating Role

In this study we built on scarcity theory, to conduct two experiments in which we investigated the influence of arbitrary numbers we inserted into brand names of luxury products. In Study 1 we recruited 68 consumers who were each assigned to one of two groups (small number or big number for brand name), in order to test consumers’ preferences for luxury brands with names of different number magnitudes. The results revealed that a product with a small number in the brand name was received more favorably than was a product with a big number in the name. Scarcity mediated the relationship between number magnitude and preference. In Study 2 we tested the moderating role of involvement. Number magnitude of the brand name influenced preference through scarcity when involvement was high but not when it was low. Thus, we found that numbers in the name of a luxury brand arbitrarily impacted consumers’ perceptions of scarcity, which influenced their preference in regard to brand. This relationship was moderated by involvement. The results suggest that manufacturers of luxury brands should use a small number in their brand name, and should increase the degree of consumer involvement to elevate consumer preference for the brand.

Buy domestic or foreign brands? The moderating roles of decision focus and product quality

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sherry Xueer Yu ◽  
Guang Zhou ◽  
Jing Huang
Keyword(s):  
Developing Countries ◽  
Product Quality ◽  
Consumer Preference ◽  
Moderating Effects ◽  
Content Type ◽  
Foreign Brand ◽  
Foreign Brands ◽  
General Preferences ◽  
Practical Implications

PurposeThis article sought to explore the effect of brand origin on consumer preference and examine the moderating effects of decision focus (buying for self vs buying for others) and product quality.Design/methodology/approachThe authors conducted two studies to test our hypotheses. In Study 1, the authors explored consumers' general preferences for domestic and foreign brands. Based on the evidence, Study 2 further explored the moderating roles of decision focus and product quality.FindingsIn general, consumers in developing countries prefer foreign brands. The effect can be moderated by the decision focus that this preference will be more obvious when consumers buy for others than when they buy for themselves. Product quality can also moderate the role of decision focus; in other words, consumers' preference for foreign brand when buying for others will be stronger when the product quality is low than when the product quality is high.Practical implicationsForeign brands have a natural appeal to local consumers in developing countries. Moreover, foreign brands can also invoke consumers' awareness of buying for others (such as giving gifts) to boost sales. Domestic brands are at a disadvantage comparing to foreign brands, but they can increase their attractiveness by invoking consumers' awareness of rewarding themselves. In addition, domestic brands need to improve product quality to fundamentally improve their competitiveness.Originality/valueThe research contributed to literature by combining decision focus and product quality in studying consumer preference for domestic and foreign brands from the perspective of construal level theory, which provides valuable insights in the field of international marketing and consumer behavior.

Genericization Of Foreign Brand Names In Iraqi Arabic: A Linguistic Study

2018 ◽  
pp. 192
Author(s):  
حيدر كريم العابدي ◽  
خالد شمخي شرهان
Keyword(s):  
Brand Names ◽  
Linguistic Study ◽  
Foreign Brand

WAYS TO TRANSLATE FOREIGN BRANDS INTO CHINESE

2019 ◽  
Author(s):  
Victoria Poleschuk ◽  
◽  
Sofya Pakhomova ◽  
Keyword(s):  
Brand Names ◽  
High Quality ◽  
Foreign Brand ◽  
Free Translation ◽  
Foreign Brands

This article is devoted to the analysis of the peculiarities of the translation of the names of some well-known foreign brands, in particular the ways of their translation. Translation of a foreign brand should be understandable, memorable and attractive to the consumer. There are many ways to achieve high-quality translation. The foreign brand names that we reviewed were translated into Chinese by transliteration, adaptation, literal and free translation.

scholarly journals The Effect of Consumer-Based Brand Equity and Satisfaction on Loyalty: An Empirical Study

2019 ◽  
Vol 15 (2) ◽  
pp. 275-291
Author(s):  
Muhammad Andreaginola Pratama ◽  
Rizki Pratama Saleh Siregar ◽  
Sabrina Oktaria Sihombing
Keyword(s):  
Customer Satisfaction ◽  
Brand Equity ◽  
Customer Loyalty ◽  
Structural Equation ◽  
Equation Model ◽  
Brand Names ◽  
Coffee Shop ◽  
Foreign Brand ◽  
Managerial Implications ◽  
The Relationship

Abstract: Economic growth in Indonesia encourages the growth of many industries. Specifically, the food and beverage industry has grown significantly in Indonesian economics.  Coffee shops with foreign or local brands are growing and competing for having customer loyalty. Many research has been conducted to examine customer loyalty in a particular coffee shop. However, little research has been focused on comparing both local and foreign brand names of the coffee shop. The comparative study is needed to understand whether foreign or local brand names matter in predicting both customer satisfaction and loyalty. This research uses a quantitative paradigm using descriptive research type. The object of research is Starbucks (foreign brand) and Djournal Coffee  (local brand). Data were collected through questionnaires distributed by applying judgemental sampling. Data analysis was conducted by using structural equation model (SEM). In this study, there are two unsupported hypotheses namely (1)  the relationship between the ideal self-congruence and customer satisfaction, and (2) the relationship between brand identification and customer satisfaction. The study also provides theoretical contributions, managerial implications and suggestions for further research. Keywords: brand equity, customer satisfaction, brand loyalty, SEMPengaruh Ekuitas Merek Berbasis Konsumen dan Kepuasan terhadap Loyalitas: Sebuah Studi Empiris Abstrak: Pertumbuhan ekonomi di Indonesia mendorong pertumbuhan banyak industri. Secara khusus, industri makanan dan minuman telah tumbuh secara signifikan dalam ekonomi Indonesia. Kedai kopi dengan merek asing atau lokal tumbuh dan bersaing untuk memiliki loyalitas pelanggan. Banyak penelitian telah dilakukan untuk menguji loyalitas pelanggan di coffee shop tertentu. Namun, sedikit penelitian yang difokuskan untuk membandingkan nama merek lokal dan asing dari coffee shop. Studi perbandingan diperlukan untuk memahami apakah nama merek asing atau lokal penting dalam memprediksi kepuasan dan loyalitas pelanggan. Penelitian ini menggunakan paradigma kuantitatif dengan menggunakan tipe penelitian deskriptif. Objek penelitian adalah Starbucks (merek asing) dan Djournal Coffee (merek lokal). Data dikumpulkan melalui kuesioner yang didistribusikan dengan menggunakan judgemental sampling. Analisis data dilakukan dengan menggunakan pemodelan persamaan struktural (SEM). Dalam penelitian ini ada dua hipotesis yang tidak didukung yaitu (1) hubungan antara kongruensi diri yang ideal dan kepuasan pelanggan dan (2) hubungan antara identifikasi merek dan kepuasan pelanggan. Studi ini juga memberikan kontribusi teoritis, implikasi manajerial dan saran untuk penelitian lebih lanjut. Kata kunci: ekuitas merek, kepuasan konsumen, loyalitas merek, SEM

scholarly journals Language strategies for the adaptation of Western brand names in Taiwan

Onomastica ◽  
2021 ◽  
Vol 65 (2) ◽  
pp. 271-283
Author(s):  
Irena Kałużyńska
Keyword(s):  
International Business ◽  
International Market ◽  
Brand Names ◽  
Chinese Society ◽  
Purchase Decisions ◽  
Foreign Products ◽  
Foreign Brand ◽  
Consumer Markets ◽  
Language Strategies ◽  
Trade Names

The paper deals with some language strategies in the domain of the adaptation of foreign brand names (trade names) in Taiwan (ROC) in the context of Chinese language, society and culture. It also presents the results of the author’s investigation into 50 Chinese/Taiwanese adaptations of brands of foreign food products. In the Chinese naming culture, proper names are predominantly semantically transparent and most members of Chinese society still believe that names can influence the fate of the objects named. It is evident, that brand names play a crucial role in the marketing of products and in their acceptance by the consumers, and ultimately their purchase decisions. Good and pleasing brand names contribute to the success of products, while improper and ugly names may contribute to their failure. In a time of globalization, many foreign products and brand names occur in Chinese-speaking countries, such as the PRC and Taiwan, probably the largest consumer markets in international business. Consumers’ behavior and language are usually among the major barriers to the international market, so it is important to know the linguistic and social content of Chinese names and typical language strategies for the adaptation of Western brand names.

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