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When does the developing country brand name alleviate the brand origin effect? Interplay of brand name and brand origin

机译：发展中国家品牌名称何时减轻品牌原产地效应？品牌名称和品牌的相互作用

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PurposeThe purpose of this paper is to examine how developing country brand name and brand origin affect the customer's evaluation of the brand in radically new high-tech products. Using processing fluency as a theoretical underpinning, this study can answer the following questions: first, does foreign brand name (developed vs developing Asian brand name) affect the customer's attitude toward the brand? Second, does the brand origin (developed vs developing country) moderate the effect of foreign brand name on attitude toward the brand? Third, does the individual difference (knowledge and technological sophistication) matter in determining the brand origin and fit effect on willingness to buy?Design/methodology/approachA 2x2 between subject experiment was conducted in which two factors were manipulated: foreign brand name (developed: Japan vs developing: China) and brand origin (developed: Japan vs developing: China).FindingsThe fit between brand origin and brand name leads to better evaluation of the brand than no fit. On the other hand, for developing country brand origin (e.g. China), the brand naming effect is mitigated by enhanced processing fluency caused by fit, which leads to better evaluation of developing country brand. Fit effect is more pronounced for more knowledgeable consumers. Technologically more sophisticated consumers are more willing to buy the developing country brand origin than technologically less sophisticated consumers due to the processing fluency effect.Originality/valueThis paper introduces the two dimensions of foreign brand name (developed vs developing) and examines the interaction with the brand origin. This research fills the gap of under-researched area in brand naming literature, which is the effect of developing country brand naming on attitude toward the brand of radically new high-tech products. This research extends the previous literature by applying linguistic mechanism, processing fluency to examine the Asian brand naming including emerging market. This research makes an important theoretical contribution by identifying an underlying individual-level construct, "knowledge" and "technological sophistication," which explains and influences the effects of brand name and brand origin on willingness to buy the brand.
机译：目的是本文的目的是研究发展中国家的品牌名称和品牌原产地如何影响客户在彻底的新型高科技产品中对品牌的评价。使用加工流畅程度作为理论内宁，本研究可以回答以下问题：首先，外国品牌名称（开发亚洲品牌名称）是否影响客户对品牌的态度？其次，品牌产地（发展与发展中国家）是否适中外国品牌名称对品牌态度的影响？第三，在确定品牌原产地和符合购买意愿的情况下的个人差异（知识和技术复杂程度）是否进行了拟合愿意？进行主题实验的设计/方法/方法2x2，其中有两个因素：外国品牌（开发：日本与发展：中国）和品牌起源（开发：日本与发展：中国）。Findingsthe适合品牌来源和品牌名称可以更好地评估品牌而不是不合适。另一方面，对于发展中国家的品牌来源（例如中国），通过增强的加工流畅性来减轻品牌命名效应，这导致更好地评估发展中国家品牌。对于更知识渊博的消费者来说，拟合效果更加明显。技术更复杂的消费者更愿意购买发展中国家的品牌原产地，而不是技术上不那么复杂的消费者，因为加工流畅的效果。普遍/贵宾纸介绍了外国品牌名称的两个维度（开发了VS开发），并检查了与品牌的互动起源。该研究填补了品牌名称文学中研究区域的差距，这是发展中国家品牌命名对宗旨的态度对新型高科技产品的态度。本研究通过应用语言机制，加工流畅性来检查包括新兴市场的亚洲品牌命名，扩展了先前的文献。本研究通过识别潜在的个人级别构建，“知识”和“技术精致”来说，这一研究造成了重要的理论贡献，这解释并影响了品牌名称和品牌来源对购买品牌意愿的影响。

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