Is naming brands in English worth doing? Effects of foreignness and country of origin on brand equity

The effect of the brand identity strategies, foreignness and country of origin, on brand equity raises questions about the effectiveness of the names given by entrepreneurs to commercial establishments. This study investigates the influence of foreignness and country of origin on consumer-based bran...

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Autores principales:	Rafael Barreiros Porto, Talyta da Silva Soyer
Formato:	article
Lenguaje:	EN PT
Publicado:	FUCAPE Business School 2018
Materias:	english foreignness brand equity country of origin branding experiment Business HF5001-6182
Acceso en línea:	https://doaj.org/article/979f806a143040239d39f1cbe6875689
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id	oai:doaj.org-article:979f806a143040239d39f1cbe6875689
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spelling	oai:doaj.org-article:979f806a143040239d39f1cbe68756892021-11-11T15:48:07ZIs naming brands in English worth doing? Effects of foreignness and country of origin on brand equity1807-734X10.15728/bbr.2018.15.6.6https://doaj.org/article/979f806a143040239d39f1cbe68756892018-01-01T00:00:00Zhttp://www.redalyc.org/articulo.oa?id=123057497006https://doaj.org/toc/1807-734XThe effect of the brand identity strategies, foreignness and country of origin, on brand equity raises questions about the effectiveness of the names given by entrepreneurs to commercial establishments. This study investigates the influence of foreignness and country of origin on consumer-based brand equity. We conduct a 2x2 between-subjects experiment with 280 participants, using brand foreignness and country of origin as manipulated variables and brand equity as the dependent variable. The results show a positive and direct effect of foreignness on brand equity indicators, associated image and willingness to pay a premium price. Country of origin moderated the relationship between foreignness and brand equity, showing that a brand with foreignness increases exclusivity without any identification of the country of origin and that a brand without foreignness increases the same indicator when the country of origin is present. This research may help in building and managing new product, service, and retail brands.Rafael Barreiros PortoTalyta da Silva SoyerFUCAPE Business Schoolarticleenglish foreignnessbrand equitycountry of originbrandingexperimentBusinessHF5001-6182ENPTBBR: Brazilian Business Review, Vol 15, Iss 6, Pp 606-623 (2018)
institution	DOAJ
collection	DOAJ
language	EN PT
topic	english foreignness brand equity country of origin branding experiment Business HF5001-6182
spellingShingle	english foreignness brand equity country of origin branding experiment Business HF5001-6182 Rafael Barreiros Porto Talyta da Silva Soyer Is naming brands in English worth doing? Effects of foreignness and country of origin on brand equity
description	The effect of the brand identity strategies, foreignness and country of origin, on brand equity raises questions about the effectiveness of the names given by entrepreneurs to commercial establishments. This study investigates the influence of foreignness and country of origin on consumer-based brand equity. We conduct a 2x2 between-subjects experiment with 280 participants, using brand foreignness and country of origin as manipulated variables and brand equity as the dependent variable. The results show a positive and direct effect of foreignness on brand equity indicators, associated image and willingness to pay a premium price. Country of origin moderated the relationship between foreignness and brand equity, showing that a brand with foreignness increases exclusivity without any identification of the country of origin and that a brand without foreignness increases the same indicator when the country of origin is present. This research may help in building and managing new product, service, and retail brands.
format	article
author	Rafael Barreiros Porto Talyta da Silva Soyer
author_facet	Rafael Barreiros Porto Talyta da Silva Soyer
author_sort	Rafael Barreiros Porto
title	Is naming brands in English worth doing? Effects of foreignness and country of origin on brand equity
title_short	Is naming brands in English worth doing? Effects of foreignness and country of origin on brand equity
title_full	Is naming brands in English worth doing? Effects of foreignness and country of origin on brand equity
title_fullStr	Is naming brands in English worth doing? Effects of foreignness and country of origin on brand equity
title_full_unstemmed	Is naming brands in English worth doing? Effects of foreignness and country of origin on brand equity
title_sort	is naming brands in english worth doing? effects of foreignness and country of origin on brand equity
publisher	FUCAPE Business School
publishDate	2018
url	https://doaj.org/article/979f806a143040239d39f1cbe6875689
work_keys_str_mv	AT rafaelbarreirosporto isnamingbrandsinenglishworthdoingeffectsofforeignnessandcountryoforiginonbrandequity AT talytadasilvasoyer isnamingbrandsinenglishworthdoingeffectsofforeignnessandcountryoforiginonbrandequity
_version_	1718433904620208128

Is naming brands in English worth doing? Effects of foreignness and country of origin on brand equity

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