This study attempts to replicate the original Le Clerc et al’s (1988, 1994) work on foreign branding effects in the context of a developing Latinamerican country, such as Chile. We extend the original study and existing research by including two foreign languages: French and English, plus the country language: Spanish. In general, we found consistent results with the original Le Clerc et al. studies (1988, 1994), confirming that foreign branding can have an impact on brand evaluations. Also, this study shows that the effects of particular foreign branding strategies (i.e. French or English) do vary depending on the particular product category (within the hedonic product type). For example, English branding can generate more positive evaluations for fountain pens, and French can generate better evaluations for perfumes. Another interesting finding, is that foreign branding effects are sensitive to the market context and the native language. English, in the context of a Spanish-speaking country such as Chile, appears to generate better results than French over all product categories (hedonic and utilitarian). English branding, can also generate similar brand evaluations than domestic branding (Spanish) in the case of utilitarian products. Therefore, English branding appears to be a safer and effective branding strategy for global marketers.
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- What is Best: French, English, or Spanish? Examining the Relationship between Language and Consumer Brand Evaluations
S. Sergio Olavarrieta