The DOI matches its Crossref record; 29 of the 29 references it cites were found in a registry or an index.
Foreign Branding and Its Effects on Product Perceptions and Attitudes
Abstract
With three experiments, the authors examine the notion that foreign branding—the strategy of pronouncing or spelling a brand name in a foreign language—triggers cultural stereotypes and influences product perceptions and attitudes. Choosing French brands as one specific case, Experiment 1 shows that the French pronunciation of a brand name affects the perceived hedonism of the products, attitudes toward the brand, and attitudes toward the brand name. Experiment 2 shows that congruent country-of-origin information, added to French branding, does not result in more hedonic perceptions; incongruence, however, diminishes the effect. In Experiment 3, an actual product taste test is performed. Despite the presence of direct sensory experience, consumer perceptions of a product change as a result of French branding.
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Conceptualizing, Measuring, and Managing Customer-Based Brand Equity
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Measuring the hedonic and utilitarian sources of consumer attitudes
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Strategic Brand Concept-Image Management
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Dhar, R., & Wertenbroch, K. (2000) · Journal of Marketing Research · doi:10.1509/jmkr.37.1.60.18718 · Cited by 2,239
Piqueras-Fiszman, B., & Spence, C. (2015) · Food Quality and Preference · doi:10.1016/j.foodqual.2014.09.013 · Cited by 855
The marketing advantages of strong brands
Hoeffler, S., & Keller, K. L. (2003) · Journal of Brand Management · doi:10.1057/palgrave.bm.2540139 · Cited by 607
Us Versus Them, or Us Versus Everyone? Delineating Consumer Aversion to Foreign Goods
Klein, J. G. (2002) · Journal of International Business Studies · doi:10.1057/palgrave.jibs.8491020 · Cited by 532
Product-, Corporate-, and Country-Image Dimensions and Purchase Behavior: A Multicountry Analysis
Hsieh, M.-H., Pan, S.-L., & Setiono, R. (2004) · Journal of the Academy of Marketing Science · doi:10.1177/0092070304264262 · Cited by 469
Metadata
- Authors
- Leclerc, F., Schmitt, B. H., & Dubé, L.
- Venue
- Journal of Marketing Research
- Publisher
- SAGE Publications
- Published
- 1994-05
- Volume
- 31
- Issue
- 2
- Pages
- 263-270
- ISSN
- 0022-2437 (ISSN-L)
- 1547-7193
- OpenAlex
- W4244300390
- Cited by
- 299
- References
- 29
- FWCI
- 12.37
- Type
- journal article
- Language
- en
- Open access
- closed
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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
