Present study is conducted to compare perceptions and attitudes toward foreign brands and national brands (specifically brand names contain historical meaning) which are widely used method in marketing decisions. After investigating the subject theoretically, initial data is gathered with a survey research which is conducted in the city of Kirikkale of Turkey. Reliability, factor and relationship analyses are made with the obtained data. Test results shows that native language usage can be a better strategy especially for customers whose nationalism level is high. Moreover negative relationships among nationalism and customer perceptions/attitudes toward foreign language used brand names are depicted. On the other hand positive relationship between nationalism and customer image superiority toward national brand names is shown. Research results are interpreted and suggestions are developed fir firms.
Effect of country of origin on brand equity finalSamik Sarkar
This document is a project report submitted by Samik Sarkar to fulfill requirements for a Masters in International Business. The report explores the effect of country of origin on brand equity. It begins with a declaration by the author and acknowledgments. The report then reviews relevant literature on brand equity, dimensions of brand equity, country of origin, and how country of origin image can impact brand equity. The objectives of the study are to investigate the effects of a brand's country of origin image on brand equity formation in India. The methodology section outlines the research objectives, design, data collection and analysis approaches. Key findings are that country of origin has a varied effect on consumer behavior depending on the brand and product category. The conclusion discusses the implications
The article analyzes the concept of the brand, the advantages and disadvantages of the brand, the best brands in the world. The article states that a brand is a graphic mark, word or phrase that denotes and distinguishes goods belonging to one company from goods belonging to another company. The brand is one of the elements of marketing, advertising. Brand may include various symbols, their combinations, and other visual information. Brand can consist of a brand name and a brand symbol. Brand should not be confused with the company logo, which identifies the company itself, but the company may use a common mark, in which case both the logo and the brand are as follows itself. Margarita Išoraite "Best Brand in the World" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-6 , October 2021, URL: https://www.ijtsrd.com/papers/ijtsrd46351.pdf Paper URL : https://www.ijtsrd.com/management/marketing/46351/best-brand-in-the-world/margarita-išoraite
Report country of origin effect on brand personality for passenger carsamit kumar
The document discusses testing the impact of country of origin on brand personality perceptions of passenger cars in the Indian market. An empirical study was conducted using a questionnaire to assess how Indian consumers perceive the brand personalities of cars from India, Japan, and South Korea. The questionnaire measured perceptions on dimensions of responsibility, activity, aggressiveness, simplicity and emotionality. The study found that Indian cars are perceived as simple while Japanese cars are seen as more stable, responsible, dynamic, innovative, and bold. Korean cars were perceived as more romantic. The research helps marketers understand how brand personality varies by a car's country of origin in the Indian context.
This document provides a summary of a business report analyzing the Audi brand. It begins with statistics on Audi's market share and financial performance showing increasing sales revenue and profit from 2011-2015. It then examines Audi's consumer segments, brand personality and positioning, and reputation for quality. The document proposes a potential brand extension of Audi laptops, arguing that Audi's focus on technology aligns with consumers' perceptions of the brand.
This document provides a market research proposal that examines the effect of country of origin on Indian consumers' perceptions of brand personality for cars from India, South Korea, and Japan. The proposal outlines the research objectives, hypotheses, model, questionnaire, data collection plan, and analytical tools. It will use a survey with a 5-point Likert scale to measure consumers' ratings on five brand personality dimensions for cars from the three countries. The results will be analyzed using MANOVA to identify differences in perceptions based on country of origin. The implications may help marketers and advertisers develop strategies to change negative perceptions.
Little Trees aims to increase sales by 10% by partnering with Toyota to promote their eco-friendly credentials. Their campaign will include Toyota vehicles coming with Little Trees and selling them at dealerships, erecting a large "Big Little Tree" sculpture in Central Park to raise awareness, building a social media presence on Facebook, sponsoring college campus cleanups during "Go Green Week", and sponsoring a green awards event. The $2 million budget covers the Toyota partnership for TV ads and materials, constructing and renting space for the Big Little Tree, donations to environmental nonprofits, and the various marketing initiatives.
The US auto air freshener market was $450 million in 2013 and grew 8% from 2012. Vent clips and sticks grew the fastest at 18% year-over-year, while paper fresheners still have the overall lead. There is confusion over the market leader as several companies claim to dominate different segments. The market has potential for growth as new entrants like P&G and Bath & Body Works expand offerings. Recommendations include emphasizing American manufacturing, pursuing additional store placements, and tying freshener replacement to other car tasks.
La presentazione della dott.ssa Panajia tratta del Global Branding, dei relativi rischi e opportunità che un’impresa transnazionale (Transnational company) incontra nella sua gestione.
Effect of country of origin on brand equity finalSamik Sarkar
This document is a project report submitted by Samik Sarkar to fulfill requirements for a Masters in International Business. The report explores the effect of country of origin on brand equity. It begins with a declaration by the author and acknowledgments. The report then reviews relevant literature on brand equity, dimensions of brand equity, country of origin, and how country of origin image can impact brand equity. The objectives of the study are to investigate the effects of a brand's country of origin image on brand equity formation in India. The methodology section outlines the research objectives, design, data collection and analysis approaches. Key findings are that country of origin has a varied effect on consumer behavior depending on the brand and product category. The conclusion discusses the implications
The article analyzes the concept of the brand, the advantages and disadvantages of the brand, the best brands in the world. The article states that a brand is a graphic mark, word or phrase that denotes and distinguishes goods belonging to one company from goods belonging to another company. The brand is one of the elements of marketing, advertising. Brand may include various symbols, their combinations, and other visual information. Brand can consist of a brand name and a brand symbol. Brand should not be confused with the company logo, which identifies the company itself, but the company may use a common mark, in which case both the logo and the brand are as follows itself. Margarita Išoraite "Best Brand in the World" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-5 | Issue-6 , October 2021, URL: https://www.ijtsrd.com/papers/ijtsrd46351.pdf Paper URL : https://www.ijtsrd.com/management/marketing/46351/best-brand-in-the-world/margarita-išoraite
Report country of origin effect on brand personality for passenger carsamit kumar
The document discusses testing the impact of country of origin on brand personality perceptions of passenger cars in the Indian market. An empirical study was conducted using a questionnaire to assess how Indian consumers perceive the brand personalities of cars from India, Japan, and South Korea. The questionnaire measured perceptions on dimensions of responsibility, activity, aggressiveness, simplicity and emotionality. The study found that Indian cars are perceived as simple while Japanese cars are seen as more stable, responsible, dynamic, innovative, and bold. Korean cars were perceived as more romantic. The research helps marketers understand how brand personality varies by a car's country of origin in the Indian context.
This document provides a summary of a business report analyzing the Audi brand. It begins with statistics on Audi's market share and financial performance showing increasing sales revenue and profit from 2011-2015. It then examines Audi's consumer segments, brand personality and positioning, and reputation for quality. The document proposes a potential brand extension of Audi laptops, arguing that Audi's focus on technology aligns with consumers' perceptions of the brand.
This document provides a market research proposal that examines the effect of country of origin on Indian consumers' perceptions of brand personality for cars from India, South Korea, and Japan. The proposal outlines the research objectives, hypotheses, model, questionnaire, data collection plan, and analytical tools. It will use a survey with a 5-point Likert scale to measure consumers' ratings on five brand personality dimensions for cars from the three countries. The results will be analyzed using MANOVA to identify differences in perceptions based on country of origin. The implications may help marketers and advertisers develop strategies to change negative perceptions.
Little Trees aims to increase sales by 10% by partnering with Toyota to promote their eco-friendly credentials. Their campaign will include Toyota vehicles coming with Little Trees and selling them at dealerships, erecting a large "Big Little Tree" sculpture in Central Park to raise awareness, building a social media presence on Facebook, sponsoring college campus cleanups during "Go Green Week", and sponsoring a green awards event. The $2 million budget covers the Toyota partnership for TV ads and materials, constructing and renting space for the Big Little Tree, donations to environmental nonprofits, and the various marketing initiatives.
The US auto air freshener market was $450 million in 2013 and grew 8% from 2012. Vent clips and sticks grew the fastest at 18% year-over-year, while paper fresheners still have the overall lead. There is confusion over the market leader as several companies claim to dominate different segments. The market has potential for growth as new entrants like P&G and Bath & Body Works expand offerings. Recommendations include emphasizing American manufacturing, pursuing additional store placements, and tying freshener replacement to other car tasks.
La presentazione della dott.ssa Panajia tratta del Global Branding, dei relativi rischi e opportunità che un’impresa transnazionale (Transnational company) incontra nella sua gestione.
Content Extracted from “Strategic Brand Management” 3rd Edition
Authors: Kevin Lane Keller
M.G. Parameswaran
Issac Jacob
Presentation developed from SLIM Diploma In Brand Management Students
Presentation developed by Leroy J. Ebert
Brand association program display talk show not four eyes “bukan empat mata” ...Alexander Decker
This document summarizes a study on brand associations for the Trans7 talk show program "Not Four Eyes". The study analyzed 9 attributes related to the program to determine which had the strongest perception among viewers. The attributes included humor, the host Tukul Arwana, and others. Through a survey and statistical analysis, the study aimed to identify the most prominent brand attributes that formed viewers' impressions of the program. The findings could help establish a strong brand image for "Not Four Eyes".
(1) A brand provides a unique identity for a company's products and creates emotional associations with consumers through marketing efforts like packaging, websites and advertisements. (2) These emotional associations help simplify consumers' choices and build relationships and loyalty. (3) Brands create aspirational lifestyles that consumers want to associate with, allowing brands to extend to new product categories. (4) This allows brands to charge premium prices for products that are otherwise similar, distinguishing them through emotions, relationships and values associated with the brand.
Research on Automobile Exterior Color and Interior Color MatchingIJERA Editor
This document summarizes research on matching exterior and interior colors for automobiles. It conducted surveys to determine color preferences of women in their 20s. Based on the results, it created 27 color combinations for the exterior, seats, and front panel. It analyzed the combinations using multiple regression and identified those with the highest ratings. It found the combination of red purple exterior, yellow red seats, and purple front panel had the highest average rating. It also identified other combinations with similar colors that received high ratings. Finally, it analyzed relationships between color combinations and different fashion styles using multiple regression.
Ford India was established in 1995 and manufactures vehicles in India. It launched the Ford Figo and Endeavour targeting the Indian market. Ford invested in print media but found it lacked interactivity. It augmented print ads to provide engaging mobile content like videos to users, creating a more personal experience. This witnessed over 48,000 interactions and 80% of users accessed additional information. It was the first time static ads were converted into interactive engagement generating more value and deeper audience connections.
This document outlines a marketing plan for Little Trees car air fresheners. It begins with an analysis of the current situation, including Little Trees' market share leadership position and key competitors. It identifies busy mothers ages 30-45 as the target audience. The goals are to maintain market share leadership and expand sales by appealing to more upscale consumers. Tactics include humor-focused digital, radio, TV, print and outdoor ads targeting mothers' emotions. The budget is $3.5 million, with most allocated to digital and radio. Future strategies propose placing samples by related grocery items and launching an upscale product line.
Self-Owned Brand Rises from the Ash Marketing Advertising of LUXGEN and Its R...Waqas Tariq
In 2009, Taiwan YULON Group actively developed its self-owned brand LUXGEN and launched the first automobile named as LUXGEN7 MPV. This research investigates how LUXGEN uses advertising and differential threshold stimulation to persuade the consumers that such automobile is of excellent quality and reasonable price, making up the insufficiency in popularity during its debut to the market. From the perspective of differential threshold stimulation, this research will study on its impact to the new self-owned brand according to the four advertising cases of the LUXGEN automobile.
This document provides a literature review on perceived brand equity for Audi, BMW, Mercedes, and Volkswagen brands among students. It discusses key concepts of branding and brand equity, highlighting models by Aaker and Keller. The review identifies perceived quality and brand associations as important dimensions of brand equity. It notes a gap in understanding how demographics like gender and car ownership influence perceived brand equity for these brands.
(1) A brand provides a unique identity and emotional associations for products and companies in complex markets where products are otherwise indistinguishable. It simplifies consumers' choices.
(2) Brands create loyalty by developing emotional relationships and building trust between the brand and consumers.
(3) Successful brands establish aspirational lifestyles that consumers want to associate with.
(4) Branded lifestyles allow brands to extend into new product categories, saving costs of developing new brands.
Country of Origin, Perceived Brand Foreignness and Brand of Origin Lenia Miltiadous
1) The document discusses when, where, and why customers are sensitive to the origin of a brand. It focuses on factors like economic cues, developing vs developed countries, global identity, and ethnocentrism.
2) Brand origin matters most for high-involvement purchases, infrequent purchases, and specific consumer segments. Developing countries tend to place more importance on brand origin than developed countries.
3) Perceived brand globalness, foreignness, and the ability to correctly identify brand origin can impact brand value and purchasing decisions. Marketers should consider strategies to influence perceptions of brand origin.
This document provides a literature review on celebrity endorsements. It discusses the historical development of celebrity endorsements in traditional media from the 19th century onward. It then covers customer attitudes toward celebrity endorsements and the applicable industry categories. The document also outlines some pros and cons of celebrity endorsements, such as increased attention but also potential damage if the celebrity's reputation changes. It discusses some models for celebrity endorsement strategies, including source credibility and attractiveness. Finally, it briefly introduces the topic of celebrity endorsements on social media and the role of brands in a social media environment.
The document discusses various criteria and elements that can be used to build brand equity, including memorability, meaningfulness, likability, transferability, adaptability, and protectability. It then examines specific brand elements like brand names and URLs, logos and symbols, characters, slogans, jingles, and packaging. Each element is described in terms of how it can enhance brand awareness, communicate benefits, and build relationships with customers.
The document discusses six key criteria for choosing branding elements that build brand equity:
1. Memorability - Elements should be easily recognized and recalled.
2. Meaningfulness - Elements can describe the product/service or convey specific attributes/benefits.
3. Likability - Elements should be aesthetically appealing visually and verbally.
4. Transferability - Elements should add value to new products/markets and translate across languages/cultures.
5. Adaptability - Elements need to be flexible enough to update over time as consumer values change.
6. Protectability - Elements must be legally protected from infringement through registration and competitive defense.
This document discusses the effects of advertising on brands and consumer durable products. It provides background on marketing and advertising, defining advertising as a paid form of non-personal mass media promotion to communicate with large groups. Advertising can be product-oriented or institutional. The document examines how advertising positively impacts brand awareness but has no significant effect on perceived quality. It aims to analyze the relationship between advertising, brand perception, and product sales, hypothesizing that advertising helps create brand image and guides consumer decisions based more on brand than price.
This document is the thesis of Dirk Kremers titled "Local, Foreign and Global Consumer Culture Positioning: Strategy choices in Dutch television advertising." It investigates the use of culture-specific elements and consumer culture positioning strategies in Dutch TV ads. The thesis reviews literature on the country-of-origin effect and frameworks for analyzing consumer culture positioning indicators and strategies. It then proposes a new methodology using 10 markers to identify local, foreign, or global consumer culture positioning strategies in ads. The study analyzes 338 Dutch TV ads to understand the use of these phenomena and the influence of product category and brand origin.
US Automotive Revival Campaign Project by Loyola Graduate Marketing Students ...Sandra Kumorowski
Late in 2008, iMedia was approached by Sandra Kumorowski, a professor at Loyola University in Chicago, with an interesting opportunity. Sandra wanted to find a way to incorporate some of the resources on iMedia Connection into a graduate class she was teaching on integrated marketing communications.
We developed the cooperative project as a creative case study/competition, presenting the class with a fictional challenge that reflects a very relevant marketing concern: develop an integrated marketing campaign strategy that will serve to bolster the American automotive category, which has been challenged by international competition, economic, and environmental factors, as well as by ever-changing consumer behaviors.
The resulting campaigns were reviewed by a panel of interactive marketing experts, who judged the proposals based on key points in the digital campaign process: originality/creativity; effectiveness of media integration; appropriateness for the target audience; ability to be executed; and potential for a strong return on investment.
Though all the proposals showed the talent and skill of this group of future marketers, the panel ultimately found one that stood out from the crowd. The winning campaign, What's Fresh in the American Auto Industry, follows, along with some comments from the panel on what made this campaign worthy of sharing with the marketing community.
We hope that the project shines some light on the next wave of talent in interactive marketing: students, who will soon be offering up their skills to an industry that is always looking for the next big idea.
http://www.imediaconnection.com/content/22262.asp
A study of consumer preferences and attitude towards purchase of indian vDebasish Baj
1. The document outlines a capstone project that examines consumer preferences and attitudes toward purchasing Indian versus foreign brands of toiletries in the Indian market.
2. A questionnaire will be used to collect data from a random sample of 100-150 consumers across 5 Indian states to measure the influence of a brand's perceived country of origin on consumer perception and purchase decisions.
3. The study will analyze the data using quantitative techniques like pie charts and graphs to evaluate consumer preferences between Indian and foreign brands and determine how brand origin impacts buying behavior.
The new Brand Agenda Optimizing premium brands to postmodern consumers in tim...Tine Grarup
This document is the introduction to a bachelor's thesis examining Audi's use of brand equity elements in post-recession times. It introduces the context of postmodern consumers and characteristics of consumers in a post-recession market. The thesis will investigate the concept of brand equity from different approaches and discuss how it should be understood in the given context. An empirical analysis of Audi's 2010 and 2011 Super Bowl commercials will examine the brand's use of discussed brand equity elements. The scientific approach is social constructionism and philosophical hermeneutics to interpret the case study and understand the impact of consumer behavior changes.
Este documento es una guía para profesores sobre el Síndrome de Asperger. Explica las tres áreas principales de alteración en personas con Síndrome de Asperger: interacción social, comunicación y flexibilidad mental. Luego proporciona estrategias prácticas para ayudar a estudiantes con Síndrome de Asperger a tener éxito en la escuela en estas áreas.
This video discusses product specifications that are subject to change without notice. It is a copyrighted work from SysperTec in 2016. The video may contain information about features or capabilities that could evolve over time.
Content Extracted from “Strategic Brand Management” 3rd Edition
Authors: Kevin Lane Keller
M.G. Parameswaran
Issac Jacob
Presentation developed from SLIM Diploma In Brand Management Students
Presentation developed by Leroy J. Ebert
Brand association program display talk show not four eyes “bukan empat mata” ...Alexander Decker
This document summarizes a study on brand associations for the Trans7 talk show program "Not Four Eyes". The study analyzed 9 attributes related to the program to determine which had the strongest perception among viewers. The attributes included humor, the host Tukul Arwana, and others. Through a survey and statistical analysis, the study aimed to identify the most prominent brand attributes that formed viewers' impressions of the program. The findings could help establish a strong brand image for "Not Four Eyes".
(1) A brand provides a unique identity for a company's products and creates emotional associations with consumers through marketing efforts like packaging, websites and advertisements. (2) These emotional associations help simplify consumers' choices and build relationships and loyalty. (3) Brands create aspirational lifestyles that consumers want to associate with, allowing brands to extend to new product categories. (4) This allows brands to charge premium prices for products that are otherwise similar, distinguishing them through emotions, relationships and values associated with the brand.
Research on Automobile Exterior Color and Interior Color MatchingIJERA Editor
This document summarizes research on matching exterior and interior colors for automobiles. It conducted surveys to determine color preferences of women in their 20s. Based on the results, it created 27 color combinations for the exterior, seats, and front panel. It analyzed the combinations using multiple regression and identified those with the highest ratings. It found the combination of red purple exterior, yellow red seats, and purple front panel had the highest average rating. It also identified other combinations with similar colors that received high ratings. Finally, it analyzed relationships between color combinations and different fashion styles using multiple regression.
Ford India was established in 1995 and manufactures vehicles in India. It launched the Ford Figo and Endeavour targeting the Indian market. Ford invested in print media but found it lacked interactivity. It augmented print ads to provide engaging mobile content like videos to users, creating a more personal experience. This witnessed over 48,000 interactions and 80% of users accessed additional information. It was the first time static ads were converted into interactive engagement generating more value and deeper audience connections.
This document outlines a marketing plan for Little Trees car air fresheners. It begins with an analysis of the current situation, including Little Trees' market share leadership position and key competitors. It identifies busy mothers ages 30-45 as the target audience. The goals are to maintain market share leadership and expand sales by appealing to more upscale consumers. Tactics include humor-focused digital, radio, TV, print and outdoor ads targeting mothers' emotions. The budget is $3.5 million, with most allocated to digital and radio. Future strategies propose placing samples by related grocery items and launching an upscale product line.
Self-Owned Brand Rises from the Ash Marketing Advertising of LUXGEN and Its R...Waqas Tariq
In 2009, Taiwan YULON Group actively developed its self-owned brand LUXGEN and launched the first automobile named as LUXGEN7 MPV. This research investigates how LUXGEN uses advertising and differential threshold stimulation to persuade the consumers that such automobile is of excellent quality and reasonable price, making up the insufficiency in popularity during its debut to the market. From the perspective of differential threshold stimulation, this research will study on its impact to the new self-owned brand according to the four advertising cases of the LUXGEN automobile.
This document provides a literature review on perceived brand equity for Audi, BMW, Mercedes, and Volkswagen brands among students. It discusses key concepts of branding and brand equity, highlighting models by Aaker and Keller. The review identifies perceived quality and brand associations as important dimensions of brand equity. It notes a gap in understanding how demographics like gender and car ownership influence perceived brand equity for these brands.
(1) A brand provides a unique identity and emotional associations for products and companies in complex markets where products are otherwise indistinguishable. It simplifies consumers' choices.
(2) Brands create loyalty by developing emotional relationships and building trust between the brand and consumers.
(3) Successful brands establish aspirational lifestyles that consumers want to associate with.
(4) Branded lifestyles allow brands to extend into new product categories, saving costs of developing new brands.
Country of Origin, Perceived Brand Foreignness and Brand of Origin Lenia Miltiadous
1) The document discusses when, where, and why customers are sensitive to the origin of a brand. It focuses on factors like economic cues, developing vs developed countries, global identity, and ethnocentrism.
2) Brand origin matters most for high-involvement purchases, infrequent purchases, and specific consumer segments. Developing countries tend to place more importance on brand origin than developed countries.
3) Perceived brand globalness, foreignness, and the ability to correctly identify brand origin can impact brand value and purchasing decisions. Marketers should consider strategies to influence perceptions of brand origin.
This document provides a literature review on celebrity endorsements. It discusses the historical development of celebrity endorsements in traditional media from the 19th century onward. It then covers customer attitudes toward celebrity endorsements and the applicable industry categories. The document also outlines some pros and cons of celebrity endorsements, such as increased attention but also potential damage if the celebrity's reputation changes. It discusses some models for celebrity endorsement strategies, including source credibility and attractiveness. Finally, it briefly introduces the topic of celebrity endorsements on social media and the role of brands in a social media environment.
The document discusses various criteria and elements that can be used to build brand equity, including memorability, meaningfulness, likability, transferability, adaptability, and protectability. It then examines specific brand elements like brand names and URLs, logos and symbols, characters, slogans, jingles, and packaging. Each element is described in terms of how it can enhance brand awareness, communicate benefits, and build relationships with customers.
The document discusses six key criteria for choosing branding elements that build brand equity:
1. Memorability - Elements should be easily recognized and recalled.
2. Meaningfulness - Elements can describe the product/service or convey specific attributes/benefits.
3. Likability - Elements should be aesthetically appealing visually and verbally.
4. Transferability - Elements should add value to new products/markets and translate across languages/cultures.
5. Adaptability - Elements need to be flexible enough to update over time as consumer values change.
6. Protectability - Elements must be legally protected from infringement through registration and competitive defense.
This document discusses the effects of advertising on brands and consumer durable products. It provides background on marketing and advertising, defining advertising as a paid form of non-personal mass media promotion to communicate with large groups. Advertising can be product-oriented or institutional. The document examines how advertising positively impacts brand awareness but has no significant effect on perceived quality. It aims to analyze the relationship between advertising, brand perception, and product sales, hypothesizing that advertising helps create brand image and guides consumer decisions based more on brand than price.
This document is the thesis of Dirk Kremers titled "Local, Foreign and Global Consumer Culture Positioning: Strategy choices in Dutch television advertising." It investigates the use of culture-specific elements and consumer culture positioning strategies in Dutch TV ads. The thesis reviews literature on the country-of-origin effect and frameworks for analyzing consumer culture positioning indicators and strategies. It then proposes a new methodology using 10 markers to identify local, foreign, or global consumer culture positioning strategies in ads. The study analyzes 338 Dutch TV ads to understand the use of these phenomena and the influence of product category and brand origin.
US Automotive Revival Campaign Project by Loyola Graduate Marketing Students ...Sandra Kumorowski
Late in 2008, iMedia was approached by Sandra Kumorowski, a professor at Loyola University in Chicago, with an interesting opportunity. Sandra wanted to find a way to incorporate some of the resources on iMedia Connection into a graduate class she was teaching on integrated marketing communications.
We developed the cooperative project as a creative case study/competition, presenting the class with a fictional challenge that reflects a very relevant marketing concern: develop an integrated marketing campaign strategy that will serve to bolster the American automotive category, which has been challenged by international competition, economic, and environmental factors, as well as by ever-changing consumer behaviors.
The resulting campaigns were reviewed by a panel of interactive marketing experts, who judged the proposals based on key points in the digital campaign process: originality/creativity; effectiveness of media integration; appropriateness for the target audience; ability to be executed; and potential for a strong return on investment.
Though all the proposals showed the talent and skill of this group of future marketers, the panel ultimately found one that stood out from the crowd. The winning campaign, What's Fresh in the American Auto Industry, follows, along with some comments from the panel on what made this campaign worthy of sharing with the marketing community.
We hope that the project shines some light on the next wave of talent in interactive marketing: students, who will soon be offering up their skills to an industry that is always looking for the next big idea.
http://www.imediaconnection.com/content/22262.asp
A study of consumer preferences and attitude towards purchase of indian vDebasish Baj
1. The document outlines a capstone project that examines consumer preferences and attitudes toward purchasing Indian versus foreign brands of toiletries in the Indian market.
2. A questionnaire will be used to collect data from a random sample of 100-150 consumers across 5 Indian states to measure the influence of a brand's perceived country of origin on consumer perception and purchase decisions.
3. The study will analyze the data using quantitative techniques like pie charts and graphs to evaluate consumer preferences between Indian and foreign brands and determine how brand origin impacts buying behavior.
The new Brand Agenda Optimizing premium brands to postmodern consumers in tim...Tine Grarup
This document is the introduction to a bachelor's thesis examining Audi's use of brand equity elements in post-recession times. It introduces the context of postmodern consumers and characteristics of consumers in a post-recession market. The thesis will investigate the concept of brand equity from different approaches and discuss how it should be understood in the given context. An empirical analysis of Audi's 2010 and 2011 Super Bowl commercials will examine the brand's use of discussed brand equity elements. The scientific approach is social constructionism and philosophical hermeneutics to interpret the case study and understand the impact of consumer behavior changes.
Este documento es una guía para profesores sobre el Síndrome de Asperger. Explica las tres áreas principales de alteración en personas con Síndrome de Asperger: interacción social, comunicación y flexibilidad mental. Luego proporciona estrategias prácticas para ayudar a estudiantes con Síndrome de Asperger a tener éxito en la escuela en estas áreas.
This video discusses product specifications that are subject to change without notice. It is a copyrighted work from SysperTec in 2016. The video may contain information about features or capabilities that could evolve over time.
La comunidad internacinal JULIAN DIAZ Y MARITZA AVILAJulian Diaz Rueda
El término comunidad internacional se utiliza en las relaciones internacionales para designar, de forma genérica, al conjunto de Estados del mundo, especialmente cuando participan conjuntamente en la toma de decisiones globales. Se utiliza habitualmente para insinuar la existencia de un punto de vista común en aspectos como los derechos humanos.
Este documento describe problemas actuales en la enseñanza y aprendizaje de las matemáticas. Identifica factores como la falta de capacitación de docentes, la poca vinculación del contenido con la realidad y la percepción de los estudiantes de que las matemáticas son difíciles y abstractas. Propone abordar estos temas desde un enfoque socioepistemológico que contextualice mejor las matemáticas y las haga más accesibles.
El concepto de liderazgo situacional hace referencia a un modelo de liderazgo mediante el cual el líder adopta distintos estilos de liderazgo dependiendo de la situación y del nivel de desarrollo de los empleados.
El documento describe cómo evolucionan las funciones del cuerpo humano en niños de 0 a 9 años a través de las distintas etapas de desarrollo. El desarrollo es un proceso continuo influenciado por factores internos como la genética y la maduración, y factores externos como la nutrición y el aprendizaje. Algunas características como gatear y andar siguen un patrón predeterminado genéticamente, mientras que otras como el lenguaje requieren estímulos del ambiente.
Christmas catering Hong Kong | Christmas 2016 Press Kit | Invisible Kitchenmelodieyuan123
Invisible Kitchen is a Hong Kong based caterer. Our catering services include Christmas dinner delivery and Christmas catering in Hong Kong. http://www.invisiblekitchen.com/christmas-catering/
This document summarizes and evaluates 5 innovative business process outsourcing providers: Genfour, Symphony, noHold, ISON BPO, and Liberty Source. Genfour and Symphony offer custom automation services using robotic process automation tools. noHold enables automated voice and multichannel customer services. ISON provides multilingual BPO services across emerging markets. Liberty Source focuses on U.S. onshore BPO employing military spouses and veterans. The document recommends considering these providers to improve process automation, customer management outsourcing, and U.S. onshore services.
Este documento proporciona instrucciones para instalar y configurar una tarjeta adaptadora de red (NIC) en una computadora personal (PC) para conectarla a una red local. Explica los pasos para insertar físicamente la tarjeta NIC en el PC, encender el PC e iniciar el programa de configuración. También describe los detalles que se solicitarán durante la configuración, como el nombre de la computadora y el grupo de trabajo para identificar el PC y conectarlo a la red.
Las cuatro operaciones básicas de la aritmética son la suma, la resta, la multiplicación y la división. La suma implica combinar dos o más números para obtener un total, mientras que la resta determina la diferencia entre dos números. La multiplicación implica sumar un número a sí mismo tantas veces como indique el segundo número, y la división indica cuántas veces un número (el divisor) se encuentra contenido en otro (el dividendo). Cada operación tiene propiedades específicas como la conmutativa, asociativa y el elemento neutro.
Dokumen tersebut membahas tentang beriman kepada qada dan qadar. Secara singkat, dokumen tersebut menjelaskan bahwa:
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Presentation of a conceptual study on "brand", "global brands" and "global brand management strategies" that covers the basic elements on the brand management.
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Assignment 2 Part B Your Marketing Plan Due Week 6 and worth 240.docxsteviesellars
Assignment 2: Part B: Your Marketing Plan Due Week 6 and worth 240 points
From the start of this course, you have accessed the Interactive Marketing Plan tool and used the
step-by-step guide to complete Part B of your marketing plan. You are required to submit a marketing plan for a hypothetical product-based company. Your plan must include the company’s mission, introduction and branding, and information collected from Step 5 of the Interactive Marketing Plan, located in the course shell. Note: Some elements may not be covered in the Interactive Marketing Plan and will require additional research.
Note: You may create and /or make all necessary assumptions needed for the completion of this assignment.
Write a four to five (4-5) page paper in which you:
2. Develop a branding strategy for your product that covers the brand name, logo, slogan, and at least one (1) brand extension. 3. Develop a marketing strategy for your product and determine an appropriate time table for execution of the plan (e.g., phase 1, phase 2, etc.). Provide a rationale for your response. 4. Develop a positioning statement which should include, at a minimum, a benefit, user, competitive, or innovative statement about your product. Provide a rationale for your time frame for execution of your positioning statement.
5. Examine the relevant marketing science of customer behavior for your product. 6. Develop your company’s mission statement and company introduction. 7. Use at least three (3) academic resources as quantitative marketing research to determine the feasibility of your product / service. These resources should be industry specific and relate to your chosen product / service. Note: Wikipedia and other Websites do not qualify as academic resources.
Your assignment must follow these formatting requirements: Be typed, double spaced, using Times New Roman font (size 12), with one-inch margins on all sides; citations and references must follow APA or school-specific format. Check with your professor for any additional instructions. Include a cover page containing the title of the assignment, the student’s name, the professor’s name, the course title, and the date. The cover page and the reference page are not included in the required assignment page length.
Sample instructions:
xxxxxxxxxxxxxxx
MKT500 Assignment #2
October 17, 2014
xxxxxxxx
Executive Summary Placeholder
Regardless of what the Grading Rubric for Assignments 1 and 2 ask for, one cannot write an Executive Summary until the plan is complete. That being the case, just use the first page of Assignments 1 and 2 as a placeholder for the Executive Summary. Assignment 3 is where you will come back, after you have completed it, and write the Executive Summary. If this placeholder is in your Assignments 1 and 2 , you will receive the points for it. If there is no placeholder, you will receive no points.
If you have .
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Consumer Perspectives on Brand Preference: A Choice Based Model Approachiosrjce
IOSR Journal of Business and Management (IOSR-JBM) is a double blind peer reviewed International Journal that provides rapid publication (within a month) of articles in all areas of business and managemant and its applications. The journal welcomes publications of high quality papers on theoretical developments and practical applications inbusiness and management. Original research papers, state-of-the-art reviews, and high quality technical notes are invited for publications.
Randa HernandezTrademarksDefinitionAccording to the textbtenoelrx
Randa Hernandez
Trademarks
Definition:
According to the textbook, Global Business Today, trademarks is the designs and names, often officially registered, by which merchants or manufacturers designate and differentiate their products. (Hill & Hult, 2020)
Summary:
Marking your Trade: Cultural Factors in the Prolongation of Trademarks, by Melnyk, Giarratana, and Torres (2014), explores the different ways in which a trademark is chosen and the prolongation of the use of a trademark if the company chooses not to terminate it. Additionally, it educates the reader on why it is important for global firms to use trademarks to prevent any form of “copycatting” by global competitors. (Melnyk, Giarratana, & Torres, 2014) After careful review of the article chosen, I was able to understand the two types of trademarks, the importance of choosing a trademark, and ways in which different companies make decisions to either prolong the use of their trademark or terminate it.
Discussion:
The aim of a trademark is to ensure that the associative links between elements of the brand design and the brand are unique for consumers. (Melnyk, Giarratana, & Torres, 2014) The article, Marking Your Trade: Cultural Factors in the Prolongation of Trademarks, names the two types of trademarks as “brand-identification and brand-association trademarks.” Brand-identification’s goal is to simplify consumers' efforts in identifying the brand, on the other hand, brand-association is “the informational or design elements that can be used with or without a brand name.” (Melnyk, Giarratana, & Torres, 2014) For instance, brand identification trademarks are brands such as Adidas, Vans, etc. Trademarks such as these are not limited to just the United States, but internationally. Additionally, with choosing to trademark a brand, comes having to spend a significant amount of time and money. When we think of trademarks, we often think of a brand, but do not put much thought into the funds put into trademarking such brand. The monetary side of it is what either prolongs the use of trademarks or terminates it. Melnyk, Giarratana, & Torres (2014) describe how a firm “must file a trademark application for each class of goods/services as well as pay application and renewal fees. Importantly, firms must submit proof of sufficient use in commerce in each of the classes of goods/services in which the trademark is filed.” Because of this, firms or businesses with enough time and money, usually are the ones with prolongated trademarks that are usually renewed after long periods of times without the need of termination. Lastly, trademarks, as we mostly know them, are there for the protection of one’s brand. If hard work and money is put into a brand, of course, a firm would find the need to protect its work and reputation from “copycats.” Unfortunately, there will always be people who take someone else’s brand and rearrange a few things to make it unique to them regardless of such trademarks. Overa ...
Luis_M_Rodriguez_Rebranding_Mexico City_a_Post_MortemLuis M. Rodriguez
This document provides a literature review and case study analysis of Mexico City's unsuccessful 2008-2009 re-branding effort. It summarizes key processes for successful place branding identified in academic literature, including a 5-stage operational plan. Interviews with branding experts found that while place brands are increasingly necessary, many nations and cities implement them poorly without understanding the complex process required. The experts agreed Mexico City failed to follow best practices, conduct proper research, or create a compelling narrative, resulting in delays, controversy and an ineffective brand that was rarely used.
This document discusses brand equity and brand management across geographic boundaries. It examines how brands can build and maintain value across different markets and regions. Managing brands globally requires marketing programs that create consistent brand perceptions worldwide while also recognizing differences between local markets. The conclusion emphasizes that developing strong customer-based brand value takes time and effort, including building brand recognition, logos, and messaging that communicate brand meaning clearly without confusing customers. Maintaining existing customers is also important for promoting the brand and creating trust for new customers.
Running Header COMPANY ANALYSIS COMPANY ANALYSIS Compa.docxanhlodge
Running Header: COMPANY ANALYSIS
COMPANY ANALYSIS
Company Analysis
Name
College Affiliation
Date
Introduction
Organizations thrive on what can be called the organizational culture that helps to define the operations therein. The culture of an organization directs the way an organization works towards fulfilling its objectives. The definition of culture in general terms entails artifacts, beliefs and values that underlie various aspects of assumptions of the people who work for the organization. The organization which lacks defined cultures lack the capacity to draft visions because these visions would not be having specific guidelines.
One of the reasons which makes organizations to survive in a competitive environment is to ensure that there is a proper connection between the objectives and the archetypes as well as the values that provide deep understanding of the stakeholders. All archetypes of organizations are explored though certain behavior patterns at the various levels as defined within those organizations. In modern and post modern organizations, the acrhetypes articulates what the organizations stand for and therefore they become the core operational structures of those organizations.
Multinational organizations are usually at the epicenter of cultural identity because of the fact that they operate in different countries whose cultures vary. Since these Companies need to hire the locals, there is a likely hood that these cultures can collide at work. An organization like Toyota with branches all over the world would benefit from a constant and defined culture that can be used to define it even abroad, but still it becomes a concern that the host countries and employee may not be able to easily adapt the new cultures. While it is important that such organizations need to develop a universal identity, they still need to ensure that their customers have managed to agree with the way things are done within the Company.
The Archetype
The organizations archetypes can be said to be common patterns that have hidden meanings from the usual motivation, at least from the human perspective, however it important to note that they have a key role of making sure that an organization is motivated and inspired to reach greater heights(Dia 2015). There are a number of archetypes which are implemented depending on the needs of the organization. Organizations sometimes operate under very complex situations so much so that it becomes necessary for them to be dynamic so that they can survive. The need for the organizations to be able to achieve objectives in such environment makes them to develop unique approaches, these approaches are what would eventually make up the archetypes.
The organization archetype for Toyota can be said to be conscious organization, therefore the archetype could actually be termed as conscious. A conscious archetype is practiced by an organization that is made up of activities like planning, managing, .
The document discusses corporate branding versus product branding strategies for firms entering emerging markets. It proposes that firms are more likely to use corporate branding when stakeholder interests are broad, corporate image is emphasized, markets are complex, marketing costs are high, and industrial products are being sold. Larger, more experienced international firms are also positively associated with corporate and product branding. Future research could develop and test additional hypotheses about branding strategies across different stages of market entry and expansion.
(1) In traditional markets with few competitors, companies could differentiate through technology and quality, but in complex markets with many competent competitors, branding is needed to differentiate.
(2) A brand gives a unique identity and emotional associations to products through marketing, design, and other efforts to create trust and loyalty with consumers.
(3) Successful brands like Coca-Cola have the power to influence consumers' preferences through the emotional connections formed with the brand.
This document summarizes research on branding and brand equity. It identifies five topics that are important for brand management: 1) developing brand positioning; 2) integrating brand marketing; 3) assessing brand performance; 4) growing brands; and 5) strategically managing brands. It outlines what has been learned from academic research on these topics and identifies gaps in the research. It proposes several research questions on each topic to advance understanding of how to build, measure, and manage brand equity.
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3. Statistical analysis found several factors that influenced consumers' views of the rebranding decision, and t-tests showed differences in perceptions of the new tagline and logo color compared to the previous branding. The rebranding of such a major Indian brand provided insights into consumer responses to rebranding exercises.
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A Comparison of Consumer Attitudes toward Foreign and National Historical Language Used Brand Names: An Investigation in City Of Kirikkale
1. International Journal of Business and Management Invention
ISSN (Online): 2319 – 8028, ISSN (Print): 2319 – 801X
www.ijbmi.org || Volume 5 Issue 10 || October. 2016 || PP—32-39
www.ijbmi.org 32 | Page
A Comparison of Consumer Attitudes toward Foreign and
National Historical Language Used Brand Names: An
Investigation in City Of Kirikkale
Ertuğrul Karakaya1
1
Marketing and Sales, Fatma Senses Social Sciences Vocational High School, Kirikkale University
ABSTRACT: Present study is conducted to compare perceptions and attitudes toward foreign brands and
national brands (specifically brand names contain historical meaning) which are widely used method in
marketing decisions. After investigating the subject theoretically, initial data is gathered with a survey research
which is conducted in the city of Kirikkale of Turkey. Reliability, factor and relationship analyses are made with
the obtained data. Test results shows that native language usage can be a better strategy especially for
customers whose nationalism level is high. Moreover negative relationships among nationalism and customer
perceptions/attitudes toward foreign language used brand names are depicted. On the other hand positive
relationship between nationalism and customer image superiority toward national brand names is shown.
Research results are interpreted and suggestions are developed fir firms.
Keywords: Foreign branding, national language branding, historically meaningful brand name
Jel codes: M30, M31
I. INTRODUCTION
Determining true brand name is one of the important decision in success of businesses. Today branding
is an important competitive tool in which consumer making evaluations in terms of brands and brands produce
value for consumers. At this point, right brands should be created which is compatible with consumer, product,
competition, legal framework and other environmental forces. On the other hand, selecting a wrong brand name
leads; bad firm image and competitive position, incrasing expenses, legal problems, rapidly changing promotion
strategies etc. So revealing the factors in selecting true brand name which produce positive meanings for
consumers and making firms take effective marketing decisions, is a major responsibility of marketers.
In Turkey one of the tendency in determining brand name is using foreign language (like using brand
names “Home”, “Center”, “Star”, “Tower” etc.) and the other is using local language in particular which
contains historical meaning (Ottoman, Han, Hanci, Hanzade, Darul). Especially selecting foreign language in
brand name is a major tendency in developing countries for take attention of consumers. About this subject,
although there are researches about attitudes toward foreign language and local language, there is not a research
that compares brand names constructed with foreign language and local language that contains historical
meaning.
II. DETERMINING BRAND NAME
Firms spend hundreds of hours for creating a brand that support desired product image and remains in
customer memory. One of the most important decision of a marketing manager can take is determining brand
name which is an important part of creating a brand. So, when determining brand name, they should not rely
solely on intuition or creativity and should be judged according to certain principles that based on scientific
researches. First of all, brand name should be compatible with positioning strategy, properties of major
consumers (age, gender, education level, language preference, attitude, culture etc.) (Alagoz, 2008; 59-69). In
addition to these, successful brand names are generally; take attention, short, easy to say, spell, code and
remember, contribute attaining marketing objectives, support product image and strategic position etc. Moreover
it makes easier to remember when brand is meaningful and brand name creates concrete and emotional image in
consumer mind (Dove, Apple, Joy, Kiss, Love). Besides, repetitive sounds (rhyme, rhythm, intonation, cadence
etc.) and audio characteristics (height, movement etc.) can contribute the brand name (Robertson, 1989).
Although there are exceptions, successful brands are; short (Eti, Avea, Audi, Nike, Gap, Mudo, Cotton
etc.), easily memorable (Lee, Bulgari etc.), easy to pronounce (Mango, Canon, Lego, Fiat etc.), easy to encoded
(amazon.com, Avea, Zara, Mango etc.), not has a bad meaning (Moco, Nova etc.), not similar to others (first
Pizza Hut, next ones Pizza Max, Pizza Tex etc.), not producing in taking domain (Turkish characters), matches
the brand personality (B, D, G letters symbolizes power and durability) and surprising (Yahoo! etc.) (Philips,
2011: 55-66, Atesoglu, 2003: 259-260).
2. A Comparison Of Consumer Attitudes Toward Foreign And National Historical Language Used...
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Subject of legal registration of brand is an important topic. Significant proportion of applicant is
rejected in Turkey. While there are more than 40 million brand in the world, there are about 100 thousand words
in a standard dictionary. There are 1 million words in Turkish, English, French, Italian and Latin in total. Under
this condition, finding a name that is not registered is a difficult task. So merging multiple words, changing a
word, inventing a new word can be a necessity. When selecting these names, alternatives should be established,
research should be made about legal applicability of word, close brand names should be investigated and
domain must be controlled (Philips, 2011; 25-27). For example, when “Porsche 911” first exhibited in Frankfurt,
the model name was 901. But since Peugeot purchased the right to use all three digit numbered with zero in the
middle, the model has to be changed. On the other hand, Peugeot can managed these numbers are percepted as
Peugeot brands by consumers (Lindstrom, 2005; 60-61).
In short, since returning back is so difficult and costly after determining the brand name, selecting
brand name must be take into consideration strategically. And since brand name is used in logo, packaging,
catalogs and other promotion activities, changing these decisions leads many costs and produce image loss and
inconsistencies. For example when Calgonit change its brand name as Finish to built a common world brand,
many costs arisen related with promoting the new brand (Philips, 2011; 45-48).
Beyond these general principles, using foreign language in determining brand name is another major
tendency especially developing regions. What is more, using national language even historically meaningful
words is another tendency in Turkey. But researches considering these two issues within the same context are
not seen in the academic literature.
III. FOREIGN LANGUAGE USED BRAND NAMES
Foreign branding strategy, which is explained as constructing brand name in foreign language, is seen
an important method affecting brand image. Although customers are not familiar with these brands and they
struggle to pronounce them, their perceptions and attitudes can be affected positively. For example, France or
French words can evoke stereotypes like elegance, flair, sensory satisfaction etc. in many countries (Leclerc et
al., 1994: 263). Although global brands can be used as a tool of being a global world member, local brands can
shows status impairment especially in underdeveloped and developing countries (Batra et al., 2000). In short,
local firms can use foreign language for creating a perception of foreign firm and related positive connotations
(Thakor & Lavack, 2003).
Using foreign language (especially English) in journal, newspaper, hotel or store names is a widely
encountered situation. This situation, which is faced in rural or urban areas, can be resulted from the aim of
catching foreigners and tourists, making customers evaluate products more positively and hedonistic, affecting
customer attitudes, quality perceptions and buying tendencies etc. (Sinanoglu, 2002, Thakor & Kohli, 1996,
Leclerc et al., 1994, Chao et al., 2005). Scientific studies support these claims. Ahan and Ferle (2008)’s study
shows that selecting English and Latin words for brand names increase the brand awareness and memorability
(Ahn & Ferle, 2008: 107).
In developing countries, researches shows that branding with foreign countries’ languages affects
consumer perception, attitude, evaluation and perceived value positively (Solo & Mobarec, 2009, Thakor &
Lavack, 2003, Zhuang et al., 2008). In particular, since quality and social status perceptions getting better,
consumers develop positive attitudes and represent preference tendency (Batra et al., 2000).
Many local or national firms in Turkey creates brand name by benefiting foreign languages. Some
studies assert using foreign language has many drawbacks. A study conducted with students shows that
undergraduates think that using foreign words in brand deteriates the Turkish language and a kind of preferring
easy way. And they think choosing brand name with Turkish professionals would be better. But although they
are aware of these conditions, they can prefer these companies easily (Tigli & Cesur, 2006).
Westernization and using western language and words is also faced in developed countries. But some
countries take precautions toward this condition. For example, Moscow Municipal take a decision that prohibit
using foreign slogans and labels at streets. Even TV, print and outdoor ads asked to be added to this decision but
rejected, because drawing borders of “foreign language” is not possible and it may include some minorities like
Tatar and Kamlik etc. (Netcity, 2004).
In addition to these, mix of foreign language and local language can be used for brand names. For
example, great portion of the TV ads in Russia consist of English or English-Russian mix word. Especially
English used for Western products and mix type is used for Russian products (Ustinova, 2006). Especially
global firms, can chose mix language approach when entering foreign markets to increase promotion activities
like ads (Krishna & Ahluwalia, 2008).
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IV. NATIONAL LANGUAGE USED BRAND NAMES THAT CONTAINS HISTORICAL
MEANING
There are some researches about using native language when creating brands in marketing literature.
But studies about native language used brands that have historical meaning have not been taken attention which
is a counter strategy or tendency in many areas of Turkey’s urban or rural areas toward foreign affectation.
Firms (especially cafes and restaurants) use words like “Ottoman”, “Han”, “Hancı”, “Darul”, “Mevlana” from
old language.
Studies show that national or local brand names cause positive consumer perceptions and attitudes, too
(Tran & Fabrize, 2013: 23). Dogan and Ozkara (2013)’s study shows that, consumers can prefer Turkish named
and Turkey originated brands in many product categories. But some exceptions exist. For example, they prefer
French and France originated brands for hedonic products (Dogan & Ozkara, 2013: 190). This subject is also
related wtih the product origin since consumers seek consistency in their purchases and wish buying products
which produced and designed by same country (Chao et al., 2005: 177). And they can have more negative
attitudes when product origin and brand name are not compatible (Melnyk et al., 2012). At this point,
nationalism level of consumer can be an important determinant of brand selection.
V. NATIONALISM AND NATIONAL IDENTITY
National identity refers to personality, value, tradition and custom of certain a nation (Smith, 1991).
National identity leads person percept others in a similar way and in terms of own identity. Nationalism, which
giving importance to national identity is a major issue affecting consumer attitudes and preferences in marketing
literature (Baughn, & Yaprak, 1993). For example nationalism and being opposition of the US, EU or Chinese
nations closely affect consumer attitudes especially for ethnocentric ones (Akin et al., 2009). In short,
consumers who have high nationalism understanding and feeling prefer national products and brands much
more than others. At this point nationalism level can be also be a factor that affect attitudes toward local named
brands that contains historical meaning.
VI. COMPARING BRANDS WITH NATIONAL AND FOREIGN LANGUAGE
Consumer perceptions and attitudes toward national and foreign language used brand names are
researched in literature. But general superiority has not been found between two and evaluations can be differ in
terms of product, market, region and customer properties. Increasing cross border activities of firms in the
world, leads increase foreign brands that use local language and local brands that use foreign language (Liu et
al., 2006). Baş and Altunışın (2015)’s study, which is conducted with 280 customers in retailing sector at Duzce
about store brand names, reveals that local and foreign store names aroused different connotations on
consumers. At the study foreign brands get bigger points in terms of quality, personality, value and
qualification. For example foreign brand names are not accepted as foreign capital perception, can prevent the
brands origin and create difficulties at reading the brands (Bas & Altunısık, 2015).
On the other hand, foreign languages can not produce desired results especially at ethnocentric
customers. Ethnocentrism which is appearance of nationalism in economic area, affect consumer attitudes
toward being more conservative about their country, economy, social and moral structure. A study conducted in
Kayseri shows that, consumers are more ethnocentric for food products (among textile, electronic etc.)
Moreover, product origin can be an important factor when determining brand name (Uyar & Dursun, 2015).
Foreign languages can be used instead of local language for benefiting from main competencies of
global brands. Hedonic French products, Italian fashion products, German engineering products, Japan
electronic products have positive meaning all over the world. Although brand name can be effective in creating
these perceptions; positive effects can be diminished as consumers knows the real origin of the product (Lerlerc
et al., 1994).
Some studies show national brands can create more positive perceptions on customers with respect to
foreign brands (Tran & Fabrie, 2013). And some of others find no difference between local and foreign brand
names. Ozer and others (2015)’s study concludes that brand name affects perceived quality. But there are not
depicted meaningful differences with respect to being national or foreign brand name (Ozer et al., 2015). On the
other hand, Akbay and Ozsacmacı (2014)’s in-depth interview study reveals more positive attitudes toward
foreign products (Ergin et al., 2014). Besides these different conclusions about brand names in foreign and
national language, there is not a study researching differences between brand names in foreign and historically
meaningful local language.
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VII. COMPARISON OF CONSUMER ATTITUDES TOWARD FOREIGN LANGUAGE AND
HISTORICALLY MEANINGFUL LOCAL LANGUAGE USED BRAND NAMES OF
NATIONAL FIRMS: AN INVESTIGATION IN CITY OF KIRIKKALE
At this point of the study, differences between two brand name types are investigated by survey method.
Goal, Importance, Method and Data Gathering Tool
The goal of this study is comparing the attitudes toward brand names in foreign language and national
language that contains historical meaning. By this way an important decision area of companies is tried to be
illuminated. Under the framework of study, initial data is gathered which is one of the widely used method in
social sciences. In this direction, with convenience sampling method, initial data collected from 364 consumers
in Yenisehir which is rapidly expanding part of Kirikkale because of university expansion. Obtained data
analyzed with statistical package program and difference, reliability and correlation analyses are made.The data
gathering tool is developed by the help of related scientific studies in the literature. Accordingly, Bas and Sahin
(2013) and Desai and Keller (2002)’s studies are benefited for measuring perceptions, evaluations and attitudes
toward brand names (Bas & Sahin, 2013, Desai & Keller, 2002). These questions are asked to participants both
for national language used brand names with historical meaning and foreign language used brand names. To
measure the nationalism level of participants, Katjaand Kirchler (20039’s study is benefited (Meier-Pesti &
Kirchler, 2003). At this point nationalism is considered more broadly as Turkey nationalism. In addition to
these, questions are constructed to reveal ideas of the participants about the reasons of using foreign language in
brand names and general suggestions for foreign language used brands.
General Findings
It is seen that % 67,3 of the respondents (231 people) are female and % 32,7 (112 people) are male. In
terms of income, % 73,1 of them (244 people) has less than 1500 TL. In terms of job, % 81,1 (275 people) or
participants are students since the research area is a near university campus and a newly constructed student
accommodation district. The reason of distribution of these values is the demographic structure of research area
which is mainly consist of students and females. But, although generalization of results is not possible, research
findings give useful ideas about undergraduate students’ attitudes.
General Averages, Reliability and Validity
According to reliability analysis conducted for research questions, reliability levels are sufficient and
high for analyses. Reliability coefficients are seen as in following table:
Table 1. Reliability Analysis
Alpha Question Quantity
Attitudes and Preference Tendency/ Foreign Language Used Brand Names 0,88 13
Attitudes and Preference Tendency/ National Language Used Brand Names
that Contains Historical Meaning
0,93 13
Nationalism (Turkey) 0,92 6
Ideas about Reasons of Using Foreign Language in Brands 0,84 13
General Negative Attitude toward Foreign Language Usage in Brand Names 0,87 7
Solution Offer of Consumer 0,69 5
As general averages investigated about positive attitudes, preference tendency and general evaluations,
it is seen that agreeing level is about “undecided” in five point likert scale. The variable getting lowest point is
the suitability of foreign brands with personality and the highest point are decreasing the need of gathering
information and affect purchasing decision positively.
On the other hand, it is seen that answers for historically meaningful word used brands are higher than
foreign language used brands except for “Affect my purchasing decision positively”, “Decrease my need of
gathering information” and “I can pay higher price”. Although making a conclusion is not possible with looking
general averages, it can be said that local brand names are mostly perceived as superior than foreign brand
names. These values are compared in difference analysis more deeply. General averages are seen below:
Table 2. Comparison of general averages/ Attitudes and Preference Tendency
Averages
Foreign Language Used Brand
Names (like; home, center, ice,
cafe, power, joy, star, sky,
tower, börekchi, schef vb.)
National Language Used Brand
Names with Historical Meaning
(like; Osmanli, Han, Hanci,
Hanedan, Hanzade vb.)
1. I prefer first. 2,88 3,23
2. Meet my expectations better. 2,82 3,50
3. Service quality is generally higher. 3,13 3,35
4. Has better image. 3,39 3,48
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5. More prestigious. 2,76 3,56
6. Preferring makes me happy. 3,05 3,82
7. Affect my purchasing decision positively. 3,40 3,27
8. Accelerate my purchasing decision 2,97 3,29
9. Decrease my need of gathering information 3,51 3,35
10. I can pay higher price 3,12 3,04
11. It is suitable with my personality 2,55 3,40
12. More reliable 2,98 3,54
13. More expensive 2,97 2,97
1. I absolutely disagree, 2. I disagree, 3. Undecided, 4. I agree, 5. I absolutely agree
After investigating perceptions and evaluations about brand types, general ideas about the reasons of
using foreign language in branding and general attitudes toward foreign language used brands are investigated.
When customer ideas about the reasons of using foreign language is looked, making more sales, giving
knowledgeable image, getting prestigious and foreign affection have higher averages.
Table 3. Customer Ideas about the reasons of using foreign language in brand name:
Averages
Generating more sales 3,93
Giving knowledgeable image 3,90
Getting prestigious 3,82
Foreign affection 3,79
Foreign admiration 3,79
Giving intellectual message 3,66
Creating a global firm image 3,59
Suitability to socio-economic qualification of target market (income, education, nation etc.) 3,58
Adding intellectual 3,56
Showing foreign language knowledge 3,40
Feeling of cultural inferiority 3,31
Lack of self esteem 3,15
Memorability 3,11
1. I absolutely disagree, 2. I disagree, 3. Undecided, 4. I agree, 5. I absolutely agree
When general attitudes toward English labeled brands are investigated; it is seen that participants are
about to agree with the statements of “earn too much”, “indicates colonization”, “deteriorates national
consciousness” etc. This shows that customer general attitudes toward foreign language used store brands are
not positive.
Table 4. General attitudes toward foreign language (English etc.) used store brand
Average
These companies earn too much 3,94
Indicates colonization 3,79
Deteriorates national consciousness 3,78
Deteriorates national language 3,75
I don’t want prefer these companies 3,74
Deteriorates history consciousness 3,67
This is not an important issue 3,40
1. I absolutely disagree, 2. I disagree, 3. Undecided, 4. I agree, 5. I absolutely agree
In addition to these results, the agreeableness level of customers toward possible solution alternatives is
investigated. Respectively participants are nearly agree with “amount/rate of taxes should be increased”, “there
is no need for sanction” and “opening should be more difficult”. On the other hand they are about disagree with
the ideas of “they should be banned” and “they should be closed”.
Table 5. Possible solution alternatives for using foreign language:
Average
Amount/rate of taxes should be increased 3,64
There is no need for sanction 3,54
Opening should be more difficult 3,27
They should be banned 2,39
They should be closed 2,23
1. I absolutely disagree, 2. I disagree, 3. Undecided, 4. I agree, 5. I absolutely agree
After elaborating on general averages, factor analyses are conducted for basic research variables.
According to this, factor analysis is made for “attitudes and preference tendency” and KMO coefficient is
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depicted as 0,86 which shows suitability of data set for factor analysis. And three factors revealed that explain %
78,328 of total variance. These factor are named with respect to statement they contain and goal of the
preparation of them. Following table summarizes the factor analysis results:
Table 6. Factor analyses for Attitudes and Preference Tendency
Factors
FactorLoading
Eigenvalue
ExplainedVariance%
TotalVariance%
1. Factor: Preference Tendency and Facilitation 3,84 9,5 9,5
Affect my purchasing decision positively. ,837
Accelerate my purchasing decision 833
I prefer first. ,805
Decrease my need of gathering information ,764
Meet my expectations better ,626
2. Factor: Image Superiority ,29 5,3 4,8
Has better image ,889
More prestigious ,860
Preferring makes me happy ,774
They are suitable with my personality ,607
3. Factor: High price and service quality ,06 3,5 8,3
More expensive ,855
I can pay higher price ,799
Service quality is generally higher. ,727
More reliable ,634
Factor analysis for nationalism (Turkey) variable is also made. According to test results, KMO
coefficient is depicted as 0,822 and meaningful. And one factor revealed that explains % 71,7’ of total variance.
Related factor analysis results are shown in the following table:
Table 7. Factor analysis for Turkey Nationalism
Factors Factor
Loadings
Eigen
values
Explained
Variance %
Total
Variance %
1. Factor: Turkey Nationalism 4,30 71,7 71,7
I explain my identity with Turkey
I feel myself bond Turkey
I feel myself as like Turkish
I am a typical Turkey citizen
I feel myself connect to other Turkey citizens
Turkey is too important for me
Investigating Correlations among Variables
To investigate the relationships among variables, correlation analysis is conducted. Accordingly,
possible relationships among nationalism and attitude toward foreign language used brand names are tested first.
And it is seen that all attitudes are meaningfully and negatively related with attitudes toward these brand names.
This leads us the idea of determining foreign language used brand name would not generate desired results
especially for customers whose nationalism level are high.
Table 8. Relationships among nationalism and attitudes toward foreign language used brands
Preference Tendency and Facilitation Image Superiority High price and service quality
Nationalism r -,258**
-,397**
-,330**
Sig. ,000 ,000 ,000
Second, relationships among nationalism and attitudes toward local language used brands that contains
historical meaning are examined. According to this, there is not seen meaningful relationship between
nationalism and preference tendency and facilitation. On the other hand there is seen positive, meaningful and
moderate relationship between nationalism and image superiority. This result shows historically meaningful
brand names can be benefited to construct image superiority on nationalist customers. But negative relationship
between nationalism and high price and service quality is seen. This result shows that this branding strategy is
not suitable for creating high price and service quality perceptions.
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Table 9. Relationships among nationalism and attitudes toward native language used brands with historical
meaning
Preference Tendency and Facilitation Image Superiority High price and service quality
Nationalism ,032 ,415**
-,113*
Sig. ,548 ,000 ,032
Another conclusion can be generated from correlation analyses is that; relationships between
nationalism and attitudes toward two brand types are meaningfully different. First although negative relations
exists nationalism and foreign brand preference and facilitation, there is not seen meaningful relationship for
national brand names for this factor. Second, although nationalism is negatively related with image superiority
perception of foreign language used brand, it is positively related with national language used brand name.
Third nationalism is negatively related with high price and service quality factor for both of the brand. But
national brands are less negatively related with nationalism for this factor. In other words as nationalism
increases, probability of paying higher prices increases with respect to foreign brand name.
VIII. CONCLUSION
Present study is conducted to illuminate the differences of attitudes toward brand names that used by
foreign language and local language specifically contains historical meaning. To reach this goal, secondary
researches are summarized first and they are benefited in terms of ideas, hypotheses, methods and scales. And it
is seen that there is not a study considering attitude and perception differences toward foreign language used
brands and local language used brands within same context. After that, initial data gathered by the survey
method in Yenisehir district of Kirikkale, which is a newly and fastest growing part of the city.
Statistical analyses shows that perception and attitude averages are generally higher for national
language used brands containing historical meaning than foreign language used brands except for the variables
of “Affect my purchasing decision positively”, “Decrease my need of gathering information” and “I can pay
higher price”. After investigating general averages, factor analysis summarizes customer attitudes and
preference tendency within three title as; “preference tendency and facilitation”, “image superiority” and “high
price and service quality”. And independent variable of nationalism is summarized in one factor.
Correlation analysis shows nationalism is negatively related with “preference tendency and
facilitation”, “image superiority” and “high price and service quality perceptions” of foreign language used
brand names. This means that customer preference tendency and facilitation, image superiority perceptions and
high price/service quality perceptions decreases as customer nationalism level increases.
Moreover correlation analysis indicates nationalism is positively related with “image superiority” and
negatively related with “high price and service quality” of native language used brand names containing
historical meaning. And there is not seen meaningful relationship between nationalism and preference tendency
and facilitation for these brands. This means that customer preference tendency and facilitation toward national
language used brands do not change with respect to customer nationalism, but image superiority perceptions
increases as nationalism increases. These results show that customer nationalism level and image superiority
perceptions cannot be sufficient for preference tendency of brands. And it is seen that nationalism level can
decrease the high price and quality perceptions of customers toward local brand names.
In conclusion customer attitudes toward brand names varies meaningfully with respect to nationalism.
This can be benefited in developing market segmentation strategies and developing suitable marketing offers.
Although it is not sufficient for customer preference, customer attitudes can be affected positively by using local
and historically meaningful brand names.
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