Footnote:
Nach Informationen von SSRN wurde die ursprüngliche Fassung des Dokuments September 29, 2011 erstellt
Description:
The primary purpose of this study is to examine the relationship between foreign brand name and product cues-such as perceived origin, and brand name on consumers’ perceived quality and purchasing intentions. In cross-cultural marketing, a currently popular position among bicultural consumer advocates that brand name that has a foreign character denotes that when an unknown brand is present, and if the unknown brand is a hedonic product, then a foreign character that has a long standing history of delivery quality products should be mandatory. A 2 (brand names) x 2 (product type) factorial experiment which tested this contention revealed that, while consumers are considered biculturals, they will be more inclined to purchase a hedonic product written in Japanese than in English. Specifically, the results indicated that when there is a mismatch of ethnic identity with the cultural primes, Japanese-Americans consumers were less responsive to English brand named products (cultural cues) in the environment, while Japanese consumers were less responsive to Japanese brand named products (cultural cues) in the environment. These responses demonstrated significant shifts in their attitudes and purchase intents for different foreign versus mainstream brands when exposed to cultural primes, such that their brand choices assimilated towards the opposite of their felt ethnicity. Results are discussed in the context of social identity theory, self-construal theory, and cultural frame switching model