Foreign Branding and Its Effects on Product Perceptions and Attitudes
通过三个实验，研究了使用外语发音或拼写品牌名称（外国品牌化）如何触发文化刻板印象，进而影响产品的享乐感知、品牌态度和实际味觉体验。
With three experiments, the authors examine the notion that foreign branding—the strategy of pronouncing or spelling a brand name in a foreign language—triggers cultural stereotypes and influences product perceptions and attitudes. Choosing French brands as one specific case, Experiment 1 shows that the French pronunciation of a brand name affects the perceived hedonism of the products, attitudes toward the brand, and attitudes toward the brand name. Experiment 2 shows that congruent country-of-origin information, added to French branding, does not result in more hedonic perceptions; incongruence, however, diminishes the effect. In Experiment 3, an actual product taste test is performed. Despite the presence of direct sensory experience, consumer perceptions of a product change as a result of French branding.