TY  - JOUR
AB  - Purpose Both 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/approach The proposed hypotheses were tested in two studies, namely an experiment and a field experimental survey, with stimuli from two product categories.Findings The 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/value This 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.
VL  - 33
IS  - 1
SN  - 1355-5855
DO  - 10.1108/APJML-06-2019-0396
UR  - https://doi.org/10.1108/APJML-06-2019-0396
AU  - Chen Bo
PY  - 2020
Y1  - 2020/01/01
TI  - When foreign brands appear local, and local brands appear foreign: The asymmetric effects of foreign branding in developing countries
T2  - Asia Pacific Journal of Marketing and Logistics
PB  - Emerald Publishing Limited
SP  - 145
EP  - 161
Y2  - 2024/04/18
ER  -