Universität zu Köln

Melnyk, Valentyna ORCID: 0000-0003-4963-4584, Klein, Kristina ORCID: 0000-0002-2876-7671 and Voelckner, Franziska (2012). The Double-Edged Sword of Foreign Brand Names for Companies from Emerging Countries. J. Mark., 76 (6). S. 21 - 38. THOUSAND OAKS: SAGE PUBLICATIONS INC. ISSN 1547-7185

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Abstract

Foreign branding-or using brand names that evoke foreign associations through, for example, spelling a brand name in a foreign language-is a popular means in both developed and emerging countries of suggesting a specific country of origin (COO) in the hope that it will evoke certain product qualities. As a result, consumers increasingly encounter products with brand names that imply a COO that differs from the actual COO (where the product is manufactured). In four experiments, the authors find support for the hypothesis that incongruence between the actual COO and implied COO decreases purchase likelihood asymmetrically. Incongruence backfires in hedonic categories but has hardly any effect in utilitarian categories. Furthermore, incongruence decreases purchase likelihood more if the actual COO is an emerging rather than developed country. The authors address the psychological process underlying the asymmetric effect of incongruence by showing that consumers apply different information-processing strategies to hedonic versus utilitarian products. These results have important implications for (foreign) branding decisions.

Item Type:	Journal Article
Creators:	Creators Email ORCID ORCID Put Code Melnyk, Valentyna UNSPECIFIED orcid.org/0000-0003-4963-4584 UNSPECIFIED Klein, Kristina UNSPECIFIED orcid.org/0000-0002-2876-7671 UNSPECIFIED Voelckner, Franziska UNSPECIFIED UNSPECIFIED UNSPECIFIED
URN:	urn:nbn:de:hbz:38-480233
DOI:	10.1509/jm.11.0349
Journal or Publication Title:	J. Mark.
Volume:	76
Number:	6
Page Range:	S. 21 - 38
Date:	2012
Publisher:	SAGE PUBLICATIONS INC
Place of Publication:	THOUSAND OAKS
ISSN:	1547-7185
Language:	English
Faculty:	Unspecified
Divisions:	Unspecified
Subjects:	no entry
Uncontrolled Keywords:	Keywords Language OF-ORIGIN; CONSUMER CHOICE; INFORMATION; EXTENSIONS; RESPONSES; IMPACT; ACCESSIBILITY; SATISFACTION; CONSUMPTION; ATTRACTION Multiple languages Business Multiple languages
URI:	http://kups.ub.uni-koeln.de/id/eprint/48023