This study aims to investigate how brand name (home-emerging-country vs foreign-developed-country brand name) applied by emerging market company in conjunction with revealing the actual country-of-brand-origin (COBO) (revealed vs non-revealed origin from developed vs emerging country) affects purchase intensions of durable goods.
An experimental conjoint analysis and multilevel linear models were applied.
Results demonstrate that brand name differentiates consumers’ purchase intentions. However, not every foreign-developed-country brand name may lead to the increase of purchase intentions. Revealing the actual emerging market’s COBO for brands with developed-country brand name may lead to lowering purchase intentions. Moreover, consumer ethnocentrism and materialism moderate the relationship between the brand type in terms of brand name and purchase intentions.
This study contributes to the international marketing literature by simultaneous examination of the impact of brand name type and revealing actual COBO on purchase intentions and the moderating effects of ethnocentrism and materialism, in emerging markets’ context. It also offers novel insights for brand managers regarding the influence of emerging markets’ companies branding strategies on consumer purchase intentions.
