The Impact Of Brand Names And Brand-of-origin Country On Consumers' Purchase Intention

A developing world means challenges for firms that seek to design their brand names in ways that appeals best to their target consumers,and promote their subsequent purchase intentions.However,whether a Chinese brand should adopt a foreign brand name,and vice versa,is not clearly discussed in the nascent literature.Thus,it is taken into consideration within this study which tests consumer responses to brand name(local-named and foreign-named)of different product types(luxury and non-luxury)in two conditions: 1)emphasizing and 2)not emphasizing the product's country-of-origin(developed countries and China).This study offers a new perspective on luxury products containing Chinese culture or heritage factors.Four studies in total were conducted with Chinese consumers to respond to this gap in the literature.Study 1 demonstrates that for non-luxury products without emphasizing the origin country,Chinese consumers have higher purchase intentions on foreign-named brand than local-named brand.Study 2 reveal that foreign brand names evoke a more favorable attitude toward non-luxury products originating from western countries rather than local ones.However,for Chinese products,there is no significant difference between using local versus foreign brand names.For luxury products,study 3 found that Chinese consumer prefer the local-named brands than foreign-named brands when these are Chinese brands.Meanwhile,when it talks to developed countries brands which provide luxury products,local or foreign brand name seems no different toward Chinese consumer.Furthermore,the result of study 4 demonstrates that for a luxury product containing Chinese cultural elements,a local brand name always evokes a more favorable attitude rather than a foreign brand name whether the brand is from China or developed countries.The theoretical and managerial implications of these findings are discussed.