TY - JOUR
T1 - English and Chinese? The Role of Consumer Ethnocentrism and Country of Origin in Chinese Attitudes towards Store Signs
AU - Liu, Fang
AU - Murphy, Jamie
AU - Li, Jianyao
AU - Liu, Xiangping
PY - 2006/12/1
Y1 - 2006/12/1
N2 - This article examines how consumer ethnocentrism (CE) relates to Chinese consumers' evaluations of three store signs - Chinese name, English and Chinese name, and both languages along with the country of origin (COO) - for a hypothetical foreign bread shop. From an applied perspective, consumer attitudes and intention to purchase significantly favour the latter strategy. From an academic perspective, CE showed a significant relationship with bi-lingual signs. Compared to low ethnocentric consumers, high ethnocentric consumers had significantly less favourable attitudes and buying intentions towards bi-lingual signs. Ethnocentrism however, showed no relationship with attitudes and intentions towards a sign solely in Chinese. The study also found that COO can moderate the impact of CE on foreign brand evaluations, significantly so for a US brand but insignificant when the COO was Australia. The article closes with academic and applied implications for foreign brand naming strategies in China, as well as future research areas.
AB - This article examines how consumer ethnocentrism (CE) relates to Chinese consumers' evaluations of three store signs - Chinese name, English and Chinese name, and both languages along with the country of origin (COO) - for a hypothetical foreign bread shop. From an applied perspective, consumer attitudes and intention to purchase significantly favour the latter strategy. From an academic perspective, CE showed a significant relationship with bi-lingual signs. Compared to low ethnocentric consumers, high ethnocentric consumers had significantly less favourable attitudes and buying intentions towards bi-lingual signs. Ethnocentrism however, showed no relationship with attitudes and intentions towards a sign solely in Chinese. The study also found that COO can moderate the impact of CE on foreign brand evaluations, significantly so for a US brand but insignificant when the COO was Australia. The article closes with academic and applied implications for foreign brand naming strategies in China, as well as future research areas.
KW - Brand naming strategy
KW - Chinese consumers
KW - Consumer ethnocentrism
KW - Country of origin
KW - Product-country image
UR - http://www.scopus.com/inward/record.url?scp=77958089703&partnerID=8YFLogxK
U2 - 10.1016/S1441-3582(06)70057-X
DO - 10.1016/S1441-3582(06)70057-X
M3 - Article
AN - SCOPUS:77958089703
SN - 1441-3582
VL - 14
SP - 5
EP - 16
JO - Australasian Marketing Journal
JF - Australasian Marketing Journal
IS - 2
ER -