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Preventing brand name blunders in doing business across cultures: Theory and research

David W. Pan|Alan J. Pan|Berna Mutlu|David Rylander
한국마케팅과학회 (Korean Scholars of Marketing Science)|2020.03|Journal of Global Scholars of Marketing Science(마케팅과학연구) (全球营销科学学报)|제30권 제2호|pp. 115-146|DOI https://doi.org/10.1080/21639159.2019.1622435

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키워드

consumer behavior消费者行为Comparative product assessmentbrand congruenceenculturation determinant logicethno-linguistic consistency比较产品评估品牌一致 性文化决定逻辑；文化与 语言一致性
주제분류경영학

초록

This paper contributes to international business literature by inte￾grating firms’ product competition, consumers’ brand congruence, and contextual enculturation into one framework of analysis. The authors propose and empirically demonstrate how the effective￾ness of international branding strategy can be scaled by ethnolin￾guistic (in)consistency (EL(i)C). The study compares domestic vs. foreign brand assessments on the connection of product-brand fit and brand relevance congruence with their respective ethnolin￾guistic context in two dissimilar cultures in Asia. The findings offer practical implications for international business managerial actions. This study provides evidence that brand value starts from a firm’s offering, is co-created through consumers’ congru￾ence process, and is enhanced by enculturation conformance or diminished by non-conformance within a given context of market culture. The empirical evidence of this study supports our proposi￾tion that the “enculturation determinant logic” per context be integrated with “competitive advantage” logic of firms and “ser￾vice dominant logic” of market.

Abstract

This paper contributes to international business literature by inte￾grating firms’ product competition, consumers’ brand congruence, and contextual enculturation into one framework of analysis. The authors propose and empirically demonstrate how the effective￾ness of international branding strategy can be scaled by ethnolin￾guistic (in)consistency (EL(i)C). The study compares domestic vs. foreign brand assessments on the connection of product-brand fit and brand relevance congruence with their respective ethnolin￾guistic context in two dissimilar cultures in Asia. The findings offer practical implications for international business managerial actions. This study provides evidence that brand value starts from a firm’s offering, is co-created through consumers’ congru￾ence process, and is enhanced by enculturation conformance or diminished by non-conformance within a given context of market culture. The empirical evidence of this study supports our proposi￾tion that the “enculturation determinant logic” per context be integrated with “competitive advantage” logic of firms and “ser￾vice dominant logic” of market.

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