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• W2909285892 abstract "This study focuses on the effectiveness of a glocalization strategy in China to investigate the ways in which language and ethnicity affect the consumer’s perceptions of a brand’s luxuriousness and consequently their intention to purchase. The findings of the study suggest that although a foreign brand name (i.e., one that is written in the Roman alphabet) is more effective than a Chinese brand name, the effects of bilingual brand naming (both foreign and Chinese brand names) are somewhat complicated. The findings show that in terms of the perception of a brand’s luxuriousness, bilingual brand naming is as ineffective as a Chinese brand name is. Regarding purchase intention, however, the effect of bilingual brand naming is as effective as a foreign brand name is. The findings further demonstrate the interaction effect of brand naming strategy and the ethnicity of the endorser. The results reveal that bilingual brand naming generates a weaker perception of a brand’s luxuriousness than a foreign brand name does when the endorser is a Western celebrity rather than a Chinese celebrity. Finally, the findings also indicate the moderated mediation of the perceptions of a brand’s luxuriousness." @default.
• W2909285892 created "2019-01-25" @default.
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• W2909285892 date "2019-01-12" @default.
• W2909285892 modified "2023-10-18" @default.
• W2909285892 title "Brand name and ethnicity of endorser in luxury goods: does a glocalization strategy work in China?" @default.
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• W2909285892 doi "https://doi.org/10.1080/02650487.2018.1548197" @default.
• W2909285892 hasPublicationYear "2019" @default.
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