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Article
Publication date: 26 January 2022

Marzanna Katarzyna Witek-Hajduk and Anna Grudecka

This study aims to investigate how brand name (home-emerging-country vs foreign-developed-country brand name) applied by emerging market company in conjunction with…

Abstract

Purpose

This study aims to investigate how brand name (home-emerging-country vs foreign-developed-country brand name) applied by emerging market company in conjunction with revealing the actual country-of-brand-origin (COBO) (revealed vs non-revealed origin from developed vs emerging country) affects purchase intensions of durable goods.

Design/methodology/approach

An experimental conjoint analysis and multilevel linear models were applied.

Findings

Results demonstrate that brand name differentiates consumers’ purchase intentions. However, not every foreign-developed-country brand name may lead to the increase of purchase intentions. Revealing the actual emerging market’s COBO for brands with developed-country brand name may lead to lowering purchase intentions. Moreover, consumer ethnocentrism and materialism moderate the relationship between the brand type in terms of brand name and purchase intentions.

Originality/value

This study contributes to the international marketing literature by simultaneous examination of the impact of brand name type and revealing actual COBO on purchase intentions and the moderating effects of ethnocentrism and materialism, in emerging markets’ context. It also offers novel insights for brand managers regarding the influence of emerging markets’ companies branding strategies on consumer purchase intentions.

Details

Journal of Product & Brand Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1061-0421

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Article
Publication date: 9 July 2021

Pablo Farías and Luis Torres

This paper explores which market and product category characteristics could influence the use of foreign language brand names (i.e. whether a brand uses a foreign language…

Abstract

Purpose

This paper explores which market and product category characteristics could influence the use of foreign language brand names (i.e. whether a brand uses a foreign language versus local language brand name) in some of the largest Latin American countries.

Design/methodology/approach

Hypotheses are tested using 880 brands from 39 product categories and nine Latin American markets using a hierarchical logistic regression.

Findings

Results revealed that foreign language brand names are more likely to be used in product categories related to local infrastructure, high-tech and global community. In contrast, local language brand names are more likely to be used in product categories associated to subscriptions. Findings also suggest that Hofstede's national cultural dimensions are significant factors. Finally, the results revealed that foreign language brand names are more likely to be used in markets with a low level of foreign language proficiency.

Originality/value

This paper shows the importance of considering market and product category characteristics and their potential influence on local versus foreign language branding in Latin America – an ignored issue in previous research.

Details

Management Decision, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0025-1747

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Article
Publication date: 25 August 2021

Sherry Xueer Yu, Guang Zhou and Jing Huang

This 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…

Abstract

Purpose

This 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/approach

The 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.

Findings

In 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 implications

Foreign 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/value

The 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.

Details

Asia Pacific Journal of Marketing and Logistics, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1355-5855

Keywords

Open Access
Article
Publication date: 8 June 2021

Md. Abdul Momen, Seyama Sultana, Farhana Ferdousi and Shamsul Huq Bin Shahriar

It is evident that the local small and medium enterprises of Bangladesh suffered in the competition because of the strong presence of foreign brands in the market. The…

Abstract

Purpose

It is evident that the local small and medium enterprises of Bangladesh suffered in the competition because of the strong presence of foreign brands in the market. The purpose of this study is to figure out the factors influencing consumers to purchase a foreign brand predominantly among young consumers.

Design/methodology/approach

It is a quantitative study considering 257 young demographics as respondents. They are drawn randomly. Confirmatory factor analysis, regression analysis and a path model of structural equation model using AMOS graphics software are used in this study to analyze the data.

Findings

This study finds two out of three identified variables are influencing the foreign product purchase for the young Bangladeshi consumers. Brand value and product features of the given foreign product are the most dominant factors behind this adoption. However, a significant relationship between product quality and brand choice is not evident in this study.

Research limitations/implications

It will give a clue to the small or medium startup of the country that normally target the young customer but face challenges to understand their mind and sometimes lagging because of the strong presence of the international brands.

Originality/value

A comprehensive review of the literature suggests that not so many studies took place that determines the respective factors behind the purchase of foreign brands particularly among young demographics of a lower middle income developing nation.

Details

Vilakshan - XIMB Journal of Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0973-1954

Keywords

Open Access
Article
Publication date: 31 March 2021

Marzanna Katarzyna Witek-Hajduk, Anna Małgorzata Grudecka and Anna Napiórkowska

The aim of this paper is to identify ways and motives of application of e-commerce in the foreign expansion of small and medium enterprises (SMEs) fashion brands.

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1057

Abstract

Purpose

The aim of this paper is to identify ways and motives of application of e-commerce in the foreign expansion of small and medium enterprises (SMEs) fashion brands.

Design/methodology/approach

A multiple case study was used as the research method. Data were obtained from primarily in-depth interviews with managers of four Polish SMEs –fashion brands owners, whose products are sold in the foreign markets using e-commerce, and secondary sources.

Findings

Through this study the authors identified both strategic-proactive and market-reactive motives of e-commerce applications in SMEs’ fashion brands in the internet-enabled foreign expansion and three different models of usage of e-commerce in the foreign expansion of SMEs.

Research limitations/implications

The research was based on the multiple case study of only Polish SMEs in the fashion industry. The conclusions of this study can be applied by fashion companies in their internet-based foreign expansion.

Originality/value

This study contributes to the existing body of literature on the internationalization process of SMEs, and particularly on the application of cross-border e-commerce in the foreign internet-enabled expansion of fashion SMEs by identifying three various models of applying e-commerce, in the internet-enabled foreign expansion and their both proactive and reactive motives.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 26 no. 1
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 3 January 2017

Aastha Verma Vohra and Garima Gupta

The purpose of this paper is to identify the dimensions of predisposition towards foreign brands (PTFB) for Indian consumers and examine their impact on…

Abstract

Purpose

The purpose of this paper is to identify the dimensions of predisposition towards foreign brands (PTFB) for Indian consumers and examine their impact on materialism/materialist value (MAT). The study further conducts an in-depth analysis of these constructs for possible variations across consumer demographics.

Design/methodology/approach

Using a structured questionnaire, primary data were collected from 487 respondents in the city of Delhi and National Capital Region (NCR). While a modified scale was developed to operationalize PTFB, the measurement instrument for MAT was adapted on the basis of an extensive literature review. Statistical techniques such as Exploratory factor analysis, Confirmatory factor analysis, t-test, analysis of variance (ANOVA) and regression analysis were used to test various hypotheses of the study.

Findings

The study identified five dimensions of PTFB, namely, “Reputation”, “Preference”, “Country of Origin”, “Accessibility” and “Quality”, through confirmatory factor analysis in structural equation modelling. Except for “Preference” and “Accessibility”, all remaining dimensions were found to be exerting a significant impact on MAT. The results further indicate that consumers’ PTFB as well as their MAT differs across demographics such as age, income, gender, occupation and qualification.

Practical implications

The paper brings to the fore useful insights for marketers of foreign brands. The findings can be effectively used for developing a more focused marketing strategy for Indian consumers by helping in identifying demographic segments that are more responsive and susceptible to the entry of foreign brands in Indian markets.

Originality/value

The paper attempts to develop a more robust instrument for measurement of consumers’ PTFB and provides dimensions constituting the construct for consumers of emerging markets such as India. The current research also indicates that there exists a significant variation in PTFB and MAT for different demographic segments of consumers.

Details

Journal of Asia Business Studies, vol. 11 no. 1
Type: Research Article
ISSN: 1558-7894

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Article
Publication date: 19 February 2020

Bo Chen

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'…

Abstract

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.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 1
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 20 July 2021

Ankur Srivastava, Nitin Gupta and Nripendra P. Rana

This study investigates the role of consumer cosmopolitanism on consumer attitudes and purchase intentions (PIs) towards foreign and local brands.

Abstract

Purpose

This study investigates the role of consumer cosmopolitanism on consumer attitudes and purchase intentions (PIs) towards foreign and local brands.

Design/methodology/approach

The responses were collected on a structured questionnaire through a consumer survey. The data were then analysed through structural equation modelling (SEM).

Findings

The results depict the positive influence of consumer cosmopolitanism on consumer attitudes towards foreign brands, which positively influences PIs towards foreign brands and negatively influences the PIs of local brands. Further, the mediating role of perceived quality was observed in explaining the consumer preference towards foreign and domestic brands.

Practical implications

Finally, the study concludes by providing implications for marketing scholars and managers of global and local brands.

Originality/value

The paper examines the underlying mechanisms related to consumer cosmopolitanism and its role in influencing the foreign and local brand purchase.

Details

International Journal of Emerging Markets, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1746-8809

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Article
Publication date: 13 July 2020

Reza Fazli-Salehi, Ivonne M. Torres, Rozbeh Madadi and Miguel Ángel Zúñiga

The purpose of this study is to examine the effect of country affinity, ethnocentrism and product quality judgment on self-brand connection regarding both domestic and…

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554

Abstract

Purpose

The purpose of this study is to examine the effect of country affinity, ethnocentrism and product quality judgment on self-brand connection regarding both domestic and foreign brands.

Design/methodology/approach

The study involved an online experiment and was conducted using online questionnaires. Sampling was done among undergraduate students of a Southwestern university in the US. The data was analyzed using SEM with PLS.

Findings

The results showed, for foreign brands, consumer self-brand connection increased through the effect of country affinity and product quality judgment. For domestic brands, self-brand connection was influenced by ethnocentrism (and not country affinity or product quality judgment).

Research limitations/implications

This study only focused on one industry (i.e. Television industry), and the authors recommend future studies examine a broader range of industries. Moreover, other country related constructs such as national identity need to be examined in future studies.

Practical implications

Marketers focusing on global branding and international marketing can benefit from the findings of this paper by understanding the routes through which consumers build self-brand connections in foreign vs domestic settings. Additionally, marketers can, more effectively, invest their resources by focusing on the factors that can be influential (i.e. ethnocentrism for domestic brands vs country affinity and product judgment for foreign brands).

Originality/value

This study examines the effect of country affinity, ethnocentrism and product quality judgment for consumers' domestic country as well as a foreign country. Moreover, this study contributes toward the global branding literature by incorporating self-brand connection as a behavioral outcome.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 33 no. 3
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 26 January 2010

Ol'ga Khmel'nyts'ka and Jonathan S. Swift

The purpose of this paper is to examine the attitudes and behaviour of Ukrainian consumers in terms of the purchase of beer (both foreign and domestic brands). There is an…

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2106

Abstract

Purpose

The purpose of this paper is to examine the attitudes and behaviour of Ukrainian consumers in terms of the purchase of beer (both foreign and domestic brands). There is an emphasis on the relative importance of the country of origin (COO), when compared to other factors.

Design/methodology/approach

Primary research is based on a convenience sample of 774 beer drinkers in the city of Simferopol, Ukraine, surveyed through face‐to‐face questionnaires.

Findings

Findings suggest that the COO are important to consumers, as is image, and the role of advertising in the creation of this image and in informing as to product availability. However, the COO would appear to be of lesser importance than quality, taste, brand and availability. Respondents commented on the image of foreign beers and the excellent advertising campaigns created by international companies. The Ukrainian consumer is brand conscious and also displays intense patriotism‐reflected in the popularity of local beers. However, consumption patterns are changing, and the demand for foreign beers are growing rapidly.

Practical implications

This would suggest that any foreign company developing a market presence in the Ukraine, should seek to buy outright (or at least acquire part ownership) of a Ukrainian beer producer. This will provide an entrance into the market, and a production/distribution channel for international brands produced under licence. Ownership will also facilitate the importation and distribution of foreign‐produced branded beers.

Originality/value

There has been relatively little published research on the newly independent Ukraine, yet it has a sizeable population, and as such, represents attractive business opportunities. This attraction will increase with the country's likely accession to the EU in the near future.

Details

International Journal of Emerging Markets, vol. 5 no. 1
Type: Research Article
ISSN: 1746-8809

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