کد مقاله | کد نشریه | سال انتشار | مقاله انگلیسی | نسخه تمام متن |
---|---|---|---|---|
1027310 | 942208 | 2006 | 12 صفحه PDF | دانلود رایگان |
This article examines how consumer ethnocentrism (CE) relates to Chinese consumers’ evaluations of three store signs – Chinese name, English and Chinese name, and both languages along with the country of origin (COO) – for a hypothetical foreign bread shop. From an applied perspective, consumer attitudes and intention to purchase significantly favour the latter strategy. From an academic perspective, CE showed a significant relationship with bi-lingual signs. Compared to low ethnocentric consumers, high ethnocentric consumers had significantly less favourable attitudes and buying intentions towards bi-lingual signs. Ethnocentrism however, showed no relationship with attitudes and intentions towards a sign solely in Chinese. The study also found that COO can moderate the impact of CE on foreign brand evaluations, significantly so for a US brand but insignificant when the COO was Australia. The article closes with academic and applied implications for foreign brand naming strategies in China, as well as future research areas
Journal: Australasian Marketing Journal (AMJ) - Volume 14, Issue 2, 2006, Pages 5-16