<abstract xmlns="http://www.w3.org/1999/xhtml"><p>Consumers generally lack the ability to identify brands’ true origins, with their attribution of the wrong origins to well-known brands showing their underlying attitudes. This study suggests that the misclassification of local brands in Indonesia is driven by the halo effect of foreign brands (i.e., brands from Japan, South Korea and China) and the inferior image of locally made products. These constructs, however, differently affect Indonesian consumers’ attitudes towards local brands. This study strongly suggests that, when consumers misperceive local brands as being from more developed countries, they tend to show negative attitudes towards local brands. This study provides useful recommendations for both local and foreign brand owners seeking strategies to enhance competitiveness in the Indonesian market.</p></abstract>

Consumers generally lack the ability to identify brands’ true origins, with their attribution of the wrong origins to well-known brands showing their underlying attitudes. This study suggests that the misclassification of local brands in Indonesia is driven by the halo effect of foreign brands (i.e., brands from Japan, South Korea and China) and the inferior image of locally made products. These constructs, however, differently affect Indonesian consumers’ attitudes towards local brands. This study strongly suggests that, when consumers misperceive local brands as being from more developed countries, they tend to show negative attitudes towards local brands. This study provides useful recommendations for both local and foreign brand owners seeking strategies to enhance competitiveness in the Indonesian market.

The halo effect of foreign brands on the misclassification of local brands

Management & Marketing

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

{"article-title":"The halo effect of foreign brands on the misclassification of local brands"}

Consumers generally lack the ability to identify brands’ true origins, with their attribution of the wrong origins to well-known brands showing their...

The halo effect of foreign brands on the misclassification of local brands

Data publikacji: 21 gru 2019

Zakres stron: 357 - 371

DOI: https://doi.org/10.2478/mmcks-2019-0025

Słowa kluczowe
halo effect, brand identity misclassification, inferior image of local products, consumer attitudes

© 2019 Sulhaini Sulhaini et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

The halo effect of foreign brands on the misclassification of local brands

Data publikacji: 21 gru 2019

Zakres stron: 357 - 371

DOI: https://doi.org/10.2478/mmcks-2019-0025

Słowa kluczowehalo effect, brand identity misclassification, inferior image of local products, consumer attitudes

© 2019 Sulhaini Sulhaini et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Słowa kluczowe
halo effect, brand identity misclassification, inferior image of local products, consumer attitudes