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Girard  (p. 9-22)

Cooper (p. 23-32)

Kunz-Osborne (p. 33-41)

Coulmas-Law (p.42-46)

Stasio (p. 47-56)

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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS

The Effect of the Foreign Brand on Consumer Perception

Author(s): Trang P. Tran, Robert O. Fabrize

Citation: Trang P. Tran, Robert O. Fabrize, (2013) "The Effect of the Foreign Brand on Consumer Perception," Journal of Marketing Development and Competitiveness, Vol. 7, Iss. 2, pp. 23 - 36

Article Type: Research paper

Publisher: North American Business Press

Abstract:

The paper empirically examines the influence of brand names (foreign versus national) on consumer

perception. The paper also investigates how product ratings affect the relationship between brand names

and consumer perception which is measured by brand attitude, purchase intention, advertisement feeling,

and advertisement attitude. The results show that the national brand elicits more positive consumer

perception than the foreign brand. The findings suggest that product attribute information moderates the

relationship between brand names and consumer perception. The results are important and relevant to

branding strategies marketers use to counteract competitive brands.