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Brand-naming lessons for domestic businesses in Indonesia: choosing between local- and foreign-based...
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BRAND-NAMING LESSONS FOR DOMESTIC BUSINESSES IN INDONESIA Choosing Between Local- and Foreign-based Brand Names by: S. Yanirma (2016) FINDINGS Hypotheses Result H1a The more familiar the close foreign language is, the more meaningful the brand names in the close foreign language will be perceived. Reject H 1a H1b The more familiar the distant foreign language is, the more meaningful the brand names in the distant foreign language will be perceived. Reject H 1b H2a The more familiar the close language is, the more likeable the brand names in the close foreign language will be perceived. Reject H 2a H2b The more familiar the distant language is, the more likeable the brand names in the distant foreign language will be perceived. Reject H 2b H3a Brand names in a local language are perceived as more meaningful than brand names in a close foreign language. Accept H 3a H3b Brand names in a local language are perceived as more likeable than brand names in a close foreign language. Reject H 3b H4a Brand names in a close foreign language are perceived as more meaningful than brand names in a distant foreign language. Accept H 4a H4b Brand names in a close foreign language are perceived as more likeable than brand names in a distant foreign language. Accept H 4b H5a Brand names in a local language are perceived as more meaningful than brand names in a distant foreign language. Accept H 5a H5b Brand names in a local language are perceived as more likeable than brand names in a distant foreign language. Accept H 5b H6a The better the attitude toward a close foreign language is, the more meaningful the brand names in the close foreign language will be perceived. Reject H 6a H6b The better the attitude toward a close foreign language is, the more likeable the brand names in the close foreign language will be perceived. Accept H 6b H6c The better the attitude toward a distant foreign language is, the more meaningful the brand names in the distant foreign language will be perceived. Accept H 6c H6d The better the attitude toward a distant foreign language is, the more likeable the brand names in the distant foreign language will be perceived. Accept H 6d SHINTA YANIRMA Awardee of LPDP Scholarship (Indonesia Endowment Fund for Education) Unpublished M.B.A. Dissertation, University of Glasgow MIND MAP Meaningfulness Likeability Familiarity Attitude PROPOSED HYPOTHESES Context: Which foreign languages are CFL and DFL for Indonesians? (Taxonomy from Ruhlen, 1987) QUESTIONNAIRE DESIGN Meaningfulness Likeability Local language Close-foreign languages Distant-foreign languages Brand names Acceptance of brand names Context Product categories Participants' response Perceived familiarity toward languages The stimuli resemble real-life advertisements to stimulate participants’ decision-making processes. CONCLUSION 1. Foreign branding does not always have to adopt Western symbols to obtain more preferable brand names. 2. There is a possibility that consumers from different countries, with different native languages, appreciate similar brand name characteristics. 3. Participants could still find the brand names likeable, even without understanding their meaning. 4. Familiarity with language of the brand name does not equal brand name likeability. 5. Participants’ preconceived ideas about a foreign language influence their evaluation of brand names associated with that language. 6. Firms should pay attention to associated languages when devising a new brand name. 7. However, foreign brand names only accounts for around 5% of changes in perceived likeability of brand names. Means of Variable
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BRAND-NAMING LESSONS FOR DOMESTIC BUSINESSES IN INDONESIAChoos ing Between Loca l - and Fore ign-based Brand Names by : S . Yan i rma (2016)
FIN
DIN
GS
Hypotheses Result H1a The more familiar the close foreign language is, the
more meaningful the brand names in the close foreign language will be perceived.
Reject H1a
H1b The more familiar the distant foreign language is, the more meaningful the brand names in the distant foreign language will be perceived.
Reject H1b
H2a The more familiar the close language is, the more likeable the brand names in the close foreign language will be perceived.
Reject H2a
H2b The more familiar the distant language is, the more likeable the brand names in the distant foreign language will be perceived.
Reject H2b
H3a Brand names in a local language are perceived as more meaningful than brand names in a close foreign language.
Accept H3a
H3b Brand names in a local language are perceived as more likeable than brand names in a close foreign language.
Reject H3b
H4a Brand names in a close foreign language are perceived as more meaningful than brand names in a distant foreign language.
Accept H4a
H4b Brand names in a close foreign language are perceived as more likeable than brand names in a distant foreign language.
Accept H4b
H5a Brand names in a local language are perceived as more meaningful than brand names in a distant foreign language.
Accept H5a
H5b Brand names in a local language are perceived as more likeable than brand names in a distant foreign language.
Accept H5b
H6a The better the attitude toward a close foreign language is, the more meaningful the brand names in the close foreign language will be perceived.
Reject H6a
H6b The better the attitude toward a close foreign language is, the more likeable the brand names in the close foreign language will be perceived.
Accept H6b
H6c The better the attitude toward a distant foreign language is, the more meaningful the brand names in the distant foreign language will be perceived.
Accept H6c
H6d The better the attitude toward a distant foreign language is, the more likeable the brand names in the distant foreign language will be perceived.
Accept H6d
SHINTA YANIRMA Awardee of LPDP Scholarship (Indonesia Endowment Fund for Education) Unpublished M.B.A. Dissertation, University of Glasgow
MIND MAPMeaningfulness Likeability
Familiarity Attitude
PROPOSED HYPOTHESES
Context: Which foreign languages are CFL and DFL for Indonesians? (Taxonomy from Ruhlen, 1987)
QUESTIONNAIRE DESIGN
Meaningfulness Likeability
Local language
Close-foreign languages
Distant-foreign languagesB
rand
nam
es
Acceptance of brand names
ContextProduct categories
Participants' responsePerceived familiarity
toward languages
The stimuli resemble real-life advertisements to stimulate participants’ decision-making processes.
CONCLUSION1. Foreign branding does not always have to adopt Western symbols to
obtain more preferable brand names.2. There is a possibility that consumers from different countries, with
different native languages, appreciate similar brand namecharacteristics.
3. Participants could still find the brand names likeable, even withoutunderstanding their meaning.
4. Familiarity with language of the brand name does not equal brandname likeability.
5. Participants’ preconceived ideas about a foreign language influencetheir evaluation of brand names associated with that language.
6. Firms should pay attention to associated languages when devising anew brand name.
7. However, foreign brand names only accounts for around 5% ofchanges in perceived likeability of brand names.
Means ofVariable
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