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Research article
First published May 1994

Foreign Branding and Its Effects on Product Perceptions and Attitudes

France Leclerc, Bernd H. Schmitt, and Laurette DubéView all authors and affiliations
Volume 31, Issue 2
https://doi.org/10.1177/002224379403100209

Abstract

With three experiments, the authors examine the notion that foreign branding—the strategy of pronouncing or spelling a brand name in a foreign language—triggers cultural stereotypes and influences product perceptions and attitudes. Choosing French brands as one specific case, Experiment 1 shows that the French pronunciation of a brand name affects the perceived hedonism of the products, attitudes toward the brand, and attitudes toward the brand name. Experiment 2 shows that congruent country-of-origin information, added to French branding, does not result in more hedonic perceptions; incongruence, however, diminishes the effect. In Experiment 3, an actual product taste test is performed. Despite the presence of direct sensory experience, consumer perceptions of a product change as a result of French branding.

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Published In

Volume 31, Issue 2
Pages: 263 - 270
Article first published: May 1994
Issue published: May 1994

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© 1994 American Marketing Association.
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Authors

Affiliations

France Leclerc
Sloan School of Management, Massachusetts Institute of Technology.
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Bernd H. Schmitt
Columbia University's Graduate School of Business.
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Laurette Dubé
School of Medicine, Université de Montréal.
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Notes

The authors thank Jay Russo, Nader Tavassoli, and three anonymous reviewers for their comments on an earlier version of the article. They also thank Oliver Chow for his help in conducting Experiment 2.

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