Abstract

The language used in brand names and product labels has various effects on consumer perceptions. A language that is spoken all over the world such as English is one of the most widely spoken and used languages in advertising. Another view regarding the use of foreign languages is that consumers spend more effort mentally because they attract more attention than their language and thus the memorability of the products is higher. Consumers' perception of the language used in brand names and product labels may not be the same for all products. Since the motivation of consumers to buy these products will be different, it can be expected that the effects of the language used will be different. In this study, a scenario-based experiment is utilized by manipulating brand name, product label, and product type. According to the results, there is a significant two-way interaction effect of brand name and product label; consumers' product evaluation and purchase intention are higher for foreign brand names (vs. local) and Turkish–English product labels (vs. just in Turkish). Although not hypothesized, there is also a three-way interaction among brand name, product label, and product type.

摘要

品牌名称和产品标签中使用的语言对消费者的看法有多种影响。一种在世界各地使用的语言，例如英语，是广告中使用最广泛的语言之一。关于外语使用的另一种观点是，消费者在精神上花费更多的精力，因为他们比语言更能吸引注意力，因此产品的记忆力更高。对于所有产品，消费者对品牌名称和产品标签中使用的语言的看法可能并不相同。由于消费者购买这些产品的动机会有所不同，因此可以预期所用语言的效果会有所不同。在这项研究中，通过操纵品牌名称、产品标签和产品类型，利用基于场景的实验。根据结果​​，品牌名称与产品标签双向交互作用显着；外国品牌名称（与本地）和土耳其语-英语产品标签（与仅使用土耳其语）相比，消费者的产品评价和购买意愿更高。虽然不是假设，但品牌名称、产品标签和产品类型之间也存在三向交互作用。