Foreign Branding and Its Effect on Brand Perception:  an Overview to Local Entrepreneurs

Rizky Vita Losi; Ahmad  Fadlan; Putri Selviani

doi:10.56403/nejesh.v2i1.88

Authors

Rizky Vita Losi University of Pembangunan Panca Budi
Ahmad Fadlan University of Pembangunan Panca Budi
Putri Selviani University of Pembangunan Panca Budi

DOI:

https://doi.org/10.56403/nejesh.v2i1.88

Keywords:

Foreign Branding, Local Entrepreneurs, Brand Perception

Abstract

Foreign branding is a branding strategy by giving a brand name using spelling or pronunciation in a certain foreign language, with the main target of influencing the dimensions of brand image, and influencing perceived quality, as well consumer attitudes towards products. The purpose of this research is to explain foreign branding and its effect on brand perception. A literature review from various sources related to foreign branding strategy was conducted as part of the research. According to the research findings, brand image, purchase decision, and brand admiration are the effects of foreign branding. Consumers tend to prefer foreign-sound products because it creates brand image as international products which have best quality. So it effects on how people decide to but the foreign products and people also admire foreign-sound products too much especially in young generation. Local entrepreneurs should learn a lot about foreign branding to compete and upgrade the level of their products and sales.

References

Aaker, J. L., Garbinsky, E. N., & Vohs, K. D. (2012). Cultivating admiration in brands: Warmth, competence, and landing in the “golden quadrant.” Journal of Consumer Psychology, 22(2), 191–194. https://doi.org/10.1016/j.jcps.2011.11.012

Ali, A., Hassim, A. A., & Shamsudin, M. F. (2017). Exploring Factors Attracting Purchase Intention of Imported Automobile among Consumers’ in Malaysia. Asia Pacific Journal of Social Science Research, 2(1), 2–8. https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3492964

Ariesmendi, D., & Saraswati, T. G. (2016). PENGARUH FOREIGN BRANDING TERHADAP PERCEIVED QUALITY DAN MINAT BELI PADA SOUR SALLY BANDUNG. E-Proceeding of Management, 3(2), 1888–1894.

Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79–89. https://doi.org/10.1007/s11002-006-4219-2

Gulliando, D., & Shihab, M. S. (2019). The Effect of Product Quality, Price and Promotion on the Purchase Decision of Telkomsel Service Products. International Journal of Innovative Science and Research Technology, 4(9), 419–425. https://doi.org/10.30587/innovation.v1i1.1190

Kashi, A. N. (2013). Exploring Consumer Purchase Behaviour: Foreign Versus Local Brands. Global Business Review, 14(4), 587–600. https://doi.org/10.1177/0972150913501600

Kussudyarsana, K. (2016). Persepsi Konsumen atas Merek Lokal dan Asing Pada Kategori Produk Hedonik dan Utilitarian. Benefit: Jurnal Manajemen Dan Bisnis, 1(1), 48. https://doi.org/10.23917/benefit.v1i1.2365

Lee, J., & Nguyen, M. J. (2017). Product attributes and preference for foreign brands among Vietnamese consumers. Journal of Retailing and Consumer Services, 35(February 2016), 76–83. https://doi.org/10.1016/j.jretconser.2016.12.001

Momen, M. A., Sultana, S., Ferdousi, F., & Shahriar, S. H. Bin. (2022). Determinants of choosing a foreign brand in emerging economy: lessons and implication for the local entrepreneurs. Vilakshan - XIMB Journal of Management, 19(2), 195–205. https://doi.org/10.1108/xjm-01-2021-0027

Novansa, H., & Ali, H. (2011). A study on Demonetization and its Impact on Corruption and Black Money. Saudi Journal of Humanities and Social Sciences, 2(5), 597–610. https://doi.org/10.21276/sjhss

Sulhaini, S., Junaidi Sagir, J., & Sulaimiah, S. (2020). Foreign Brand Admiration Among Young Consumers in Indonesia. International Research Journal of Business Studies, 13(1), 33–47. https://doi.org/10.21632/irjbs.13.1.33-47

Taqi, I., & Muhammad, G. (2020). Brand Loyalty and the Mediating Roles of Brand Image and Customer Satisfaction. Market Forces College of Management Sciences, 15(1), 101–119.

Villar, M. E., Ai, D., & Segev, S. (2012). Chinese and American perceptions of foreign-name brands. Journal of Product and Brand Management, 21(5), 341–349. https://doi.org/10.1108/10610421211253632

Zulfikar, I., & Zulfikar, I. (2022). Building a Strong Brand : Marketing Strategy to Increase Brand Awareness and Consumer Loyalty. 1(4), 280–284.