Insights into Consumer Preference of Foreign Brand Names: Reality or Myth?

Abstract

This study builds from LeClerc et al.’s (1989, 1994) work on foreign branding effects, but it does so in thecontext of a developing East European country; as in the case of Turkey. The purpose of this exploratoryresearch is to examine consumers’ attitudes towards products with foreign brand names and also to assess theimpact of foreign brand names on the purchasing decision making. In the data collection phase of the study anin-depth interviews were conducted with 23 participants in the city of Ankara, Turkey. The results show thatproducts with foreign brand names elicit more positive consumer attitude than products with national brands.Overall, the findings suggest that consumers prefer to purchase products with foreign brand names for a varietyof reasons which including quality, reliability, functionality and prestige. The results have important implicationsfor domestic and foreign manufacturers with regards to the consumer-side effects of their decisions on brandingstrategies and on their competitive foreign branding decisions.

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