Abstract

Practitioners and academics agree that packaging is a communication tool that impacts marketing success. This paper focuses on a specific cue incorporated in product packaging: the use of supplementary unconventional lettering, such as Arabic characters, on a product package with English. Building on the theory of Foreign Language Display, the use of unconventional lettering that is congruent with the product is expected to be favorable if it is interpreted as a quality cue. Additionally, familiarity with the product category moderates this relationship. This paper discusses empirical studies carried out in a developed economy and a developing economy.

摘要

从业者和学者一致认为，包装是影响营销成功的一种交流工具。本文着重于产品包装中包含的特定提示：在带有英语的产品包装上使用非常规的补充字母，例如阿拉伯字符。根据外语显示的理论，如果将其与产品一致，则可以使用与产品一致的非常规字母，如果将其解释为质量提示，则将是有利的。另外，对产品类别的熟悉会缓和这种关系。本文讨论了在发达经济体和发展中经济体中进行的实证研究。