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

Date
2020
Authors
Pan, David W.
Pan, Alan J.
Mutlu, Berna
Rylander, David
Journal Title
Journal ISSN
Volume Title
Publisher
Taylor & Francis
Abstract

This paper contributes to international business literature by integrating firms’ product competition, consumers’ brand congruence, and contextual enculturation into one framework of analysis. The authors propose and empirically demonstrate how the effectiveness of international branding strategy can be scaled by ethnolinguistic (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 ethnolinguistic 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’ congruence 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 proposition that the “enculturation determinant logic” per context be integrated with “competitive advantage” logic of firms and “service dominant logic” of market.

Description
Article originally published in Journal of Global Scholars of Marketing Science, 30(2), 115–146. English. Published online 2020. https://doi.org/10.1080/21639159.2019.1622435
Keywords
Comparative product assessment, Brand congruence, Enculturation determinant logic, Ethno-linguistic consistency, Consumer behavior
Citation
This is the post-print for an article that is available at https://doi.org/10.1080/21639159.2019.1622435. Recommended citation: Pan, D. W., Pan, A. J., Mutlu, B., & Rylander, D. (2020). Preventing brand name blunders in doing business across cultures: Theory and research. Journal of Global Scholars of Marketing Science, 30(2), 115–146. This item has been deposited in accordance with publisher copyright and licensing terms and with the author’s permission.