The Impact of Host Country Consumer Characteristics and Product-Specific Factors on International Brand Naming Strategies

• Main Authors: Chiao-Yin Hsu, 許喬茵
• Other Authors: 陳厚銘
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/83327489392949533608

碩士 === 國立臺灣大學 === 國際企業學研究所 === 99 === Following the trend of globalization many enterprises launch their brands in foreign markets to expand the scope of their business. In order for these brands to satisfy the various consumer needs present in different countries, or to match their products’ internal factors with the local market, these brands attempt to find an optimal marketing strategy somewhere between “standardization” and “localization” branding strategies, which includes brand naming. This study uses Analytic Hierarchy Process (AHP) as main the main method of analysis. The sample under consideration consists of subjects with experience working within the marketing industry. External structural factors are extended from previous studies in addition to several additional internal structural factors. These constiture the main dimensions of this study. This study attempts to examine the impact of key decision factors influencing the choice companies face between a standardized and a localized brand naming strategy. Through the analysis of the external and internal structural factors, this sudy provides a comprehensive discussion of international brand naming strategies. The results show: 1. Of the factors influencing the decision of brand naming, “Consumer Ethnocentrism” is weighted heaviest, “Country-of-Origin Effect” and “Product Concept Categories” follow in lesser importance. The results show that these Following the trend of globalization many enterprises launch their brands in foreign markets to expand the scope of their business. In order for these brands to satisfy the various consumer needs present in different countries, or to match their products’ internal factors with the local market, these brands attempt to find an optimal marketing strategy somewhere between “standardization” and “localization” branding strategies, which includes brand naming. This study uses Analytic Hierarchy Process (AHP) as main the main method of analysis. The sample under consideration consists of subjects with experience working within the marketing industry. External structural factors are extended from previous studies in addition to several additional internal structural factors. These constiture the main dimensions of this study. This study attempts to examine the impact of key decision factors influencing the choice companies face between a standardized and a localized brand naming strategy. Through the analysis of the external and internal structural factors, this sudy provides a comprehensive discussion of international brand naming strategies. The results show: 1. Of the factors influencing the decision of brand naming, “Consumer Ethnocentrism” is weighted heaviest, “Country-of-Origin Effect” and “Product Concept Categories” follow in lesser importance. The results show that these three are the most important factors in the brand naming process. 2. Of the decision factors related to brand naming, “The Level of Perceived Risk”, “Power Distance”, “Uncertainty Avoidence” all have low weights. This result indicates that these three factors are less important in the brand naming process. 3. When the host country’s consumers have a tendency to be ethnocentric, or attributes of the product are functional, marketers think international enterprises should adopt a localized brand naming strategy. 4. When the product has COO effects or higher perceived risk, or the host country’s consumers are characterized by high uncertainty avoidance and high power distance, marketers think international enterprises should adopt a standardized brand naming strategy.