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Insights into Consumer Preference of Foreign Brand Names: Reality or Myth?

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dc.contributor.author Akagün Ergin, Elif
dc.contributor.author Özsaçmacı, Bülent
dc.date.accessioned 2024-03-18T09:05:06Z
dc.date.available 2024-03-18T09:05:06Z
dc.date.issued 2014
dc.identifier.citation Akagün Ergin, Elif; Özsaömacı, Bülent. (2014). "Insights into Consumer Preference of Foreign Brand Names: Reality or Myth?", International Journal of Marketing Studies, Vol.6, No.4, pp.157-164. tr_TR
dc.identifier.issn 1918-719X
dc.identifier.uri http://hdl.handle.net/20.500.12416/7594
dc.description.abstract This study builds from LeClerc et al.’s (1989, 1994) work on foreign branding effects, but it does so in the context of a developing East European country; as in the case of Turkey. The purpose of this exploratory research is to examine consumers’ attitudes towards products with foreign brand names and also to assess the impact of foreign brand names on the purchasing decision making. In the data collection phase of the study an in-depth interviews were conducted with 23 participants in the city of Ankara, Turkey. The results show that products with foreign brand names elicit more positive consumer attitude than products with national brands. Overall, the findings suggest that consumers prefer to purchase products with foreign brand names for a variety of reasons which including quality, reliability, functionality and prestige. The results have important implications for domestic and foreign manufacturers with regards to the consumer-side effects of their decisions on branding strategies and on their competitive foreign branding decisions. tr_TR
dc.language.iso eng tr_TR
dc.relation.isversionof 10.5539/ijms.v6n4p157 tr_TR
dc.rights info:eu-repo/semantics/openAccess tr_TR
dc.subject Brand Management tr_TR
dc.subject Consumer Behavior tr_TR
dc.subject Foreign Branding tr_TR
dc.subject International Marketing tr_TR
dc.subject Purchasing Decision tr_TR
dc.title Insights into Consumer Preference of Foreign Brand Names: Reality or Myth? tr_TR
dc.type article tr_TR
dc.relation.journal International Journal of Marketing Studie tr_TR
dc.contributor.authorID 120408 tr_TR
dc.contributor.authorID 19729 tr_TR
dc.identifier.volume 6 tr_TR
dc.identifier.issue 4 tr_TR
dc.identifier.startpage 157 tr_TR
dc.identifier.endpage 164 tr_TR
dc.contributor.department Çankaya Üniversitesi, İktisadi ve İdari Bilimler Fakültesi, E-Ticaret ve Pazarlama Bölümü; Çankaya Üniversitesi, Meslek Yüksekokulu; Dış Ticaret Bölümü tr_TR


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