Country-of-Origin vs. Foreign Branding: Does Incongruent Verbal Package Information Affect Consumers' Purchase Intention?
Klíčová slova:
strategic brand management, foreign branding, country-of-origin effect, eye tracking technology, product package, consumer behaviourAbstrakt
This contribution investigates under which conditions consumers can identify a product’s country of origin when confronted with conflicting information on the product package. Our study draws on current literature on the country-of-origin effect and on foreign branding, a naming strategy designed to evoke associations of a favoured origin by means of the language or spelling cues included in the brand name. The study we conducted has two major objectives. The first one is to ascertain how much attention is paid to the country-of-origin at the point of sale. The second one is to clarify whether foreign branding effects can also be found in connection with the Croatian language. Therefore, an eye-tracking experiment with a follow-up questionnaire was conducted using a student sample. Results showed that attention can be distracted from the country of origin by positioning this element on the back label. Interestingly, findings also indicated that label design, price and shelf positioning influence the buying decision more than congruency of country of origin and brand name. It can further be concluded that incongruence between the country of origin and the language of the brand name seems to be less important for German and English branded olive oils. However, the results for Croatian branded olive oils were clearly better in a condition when those elements were congruent.
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Reference
Chandon, P., Hutchinson, J.W., Badlow, E.T., Young, S. H. (2009), “Does in-store marketing work? Effects of the number and position of shelf facings on brand attention and evaluation at the point of sale”, Journal of Marketing, Vol. 73, pp. 1-17.
Chattalas, M., Kramer, T., Takada, H. (2008), “The impact of national stereotypes on the country of origin effect: A conceptual framework”, International Marketing Review, Vol. 25 No. 1, pp. 54-74.
Chryssochoidis, G., Krystallis, A.,Perreas, P. (2007), “Ethnocentric beliefs and country-of-origin effects: Impact of country, product and product attributes on Greek consumers’ evaluation of food products”, European Journal of Marketing, Vol. 41 No. 11/12, pp. 1518-1544.
Helfman, J., Goldberg, J. (2011), “Eye tracking for visualization evaluation: Reading values on linear versus radial graphs”, Information Visualization, Vol. 10 No. 3, pp. 182-195.
Holmqvist, K., Nyström, N., Andersson, R., Dewhurst, R., Jarodzka, H., Van de Weijer, J. (2011), “Eye tracking: a comprehensive guide to methods and measures“, Oxford, UK: Oxford University Press.
International olive council (2016), “World olive oil figures”. Available at: http://www.internationaloliveoil.org/estaticos/view/131-world-olive-oil-figures./ (4/5/2016)
Karmasin, S., Pfleger, E. (2011), “Aufmerksamkeit und Bedeutung als Schlüssel zur Werbewirkung” (“Attention and Meaning as a Key to Advertising Effectiveness“), Psychologie in Österreich, Vol. 2 No. 3, pp. 186-192.
Klein, C., Völckner, F. (2012), “Das klingt gut” (“Sounds good“). Available at: http://www.markenlexikon.com/texte/ma_klein_voelckner_foreign-branding_11_2012.pdf / (3/22/2015).
Leclerc, F., Schmitt, B., Dubé, L. (1994), “Foreign branding and its effects on product perceptions and attitudes”, Journal of Marketing Research, Vol. 31, pp. 263-270.
Magnusson, P., Westjohn, S., Zdravkovis, S. (2011), “What? I thought Samsung was Japanese: accurate or not, perceived country of origin matters”, International Marketing Review, Vol. 28 No. 5, pp. 454-472.
Melnyk, V., Klein, K., Völckner, F. (2013), “The double-edged sword of foreign brand names for companies from emerging countries”, International Retail and Marketing Review, Vol. 9, pp. 49-72.
Po-Young, C., Chia-Chi, C., Chia-Yi, C., Tzu-Yun, W. (2010); “Countering negative country-of-origin effects. The role of evaluation mode”. European Journal of Marketing,Vol. 44 No. 7/8, pp. 1055-1076.
Soto, S., Mobarec, E.,Friedmann, R. (2009), “Foreign branding: Examining the relationship between language and international brand evaluation”. Innovar, Vol. 19 No. 35, pp. 9-18.
Tran, T., Fabrize, R. (2013), “The effect of the foreign brand on consumer perception”, Journal of marketing development and competiveness, Vol. 7 No. 2, pp. 23-36.
