AIB 2012 Conference Proceedings - Academy of International ...

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evaluation, preference, and purchase intention regarding a product manufactured domestically, yet available
both domestically and internationally. Specifically, consumers' product knowledge negatively moderates the
COED effect on the quality evaluation of the car and mahogany furniture. This finding is similar to the halo
effect in the country of origin (COO) literature. In addition, different export destinations have different effects
on consumers' preference and purchase intention. In contrast to studies in the COO literature, this research
demonstrates that nationalism and internationalism are positively related to the intention to purchase an
exported product. Patriotism, however, is negatively related to the consumer's intention to purchase an
exported product. (For more information, please contact: Shenyu Li, Shanghai University of Finance and
Economics, China: li.shenyu@shufe.edu.cn)
Competitive Brand Evaluation: Does Cultural and Linguistic Fit Dictate the Effectiveness of International
Branding Strategy
David W. Pan, Prince Sultan University
Linda D. Clarke, University of Florida
Berna Mutlu, University of Florida
Alan Pan, Xiamen University
Consumers worldwide base their product/brand selection decisions upon their own "ethno-linguistic" contexts.
An ethno-linguistic fit is therefore proposed and partially confirmed as a principle factor overriding brand
effectiveness in determining effective international marketing strategies. Domestic and imported brands are
compared on product-brand fit, brand-perception consistency, and brand-product/cultural-linguistic consistency
in two nations with the following results: (1) The host ethno-linguistic function indeed serves an overriding
factor for a foreign brand; (2) as long as a product and its brand do not conflict with the host ethno-linguistic
norms, the foreign brand would be minimally sufficient to enter a market of a new ethno-linguistic context other
than its own; (3) a transliterated brand that fits with the host ethno-linguistic context has potential in its host
market that surpasses its brand equity in its home market due to the independency of a brand of a given ethnolinguistic
context; (4) just being a foreign brand in a host market has its limitations in improving the brand
equity rapidly; (5) consumers are more savvy with their own domestic brands and products by taking their
consistency with their own ethno-linguistic context for granted than with foreign brands and their embodied
products. (For more information, please contact: Linda D. Clarke, University of Florida, USA: clarkel@ufl.edu)
Session: 3.3.12 - Interactive
Track: 10 - Economics, Finance and Accounting
International Competitiveness
Presented On: July 3, 2012 - 13:00-14:15
Chair: Joseph Clougherty, University of Illinois at Urbana-Champaign and CEPR-London
How Does Export Price Competitiveness affect Geographic Diversification and Performance
Dirk Michael Boehe, Insper Institute of Education and Research
This paper tests a model that describes how export price competitiveness affects geographic export
diversification and firm performance. The hypotheses were tested on a panel of Brazilian exporters covering the
years from 2001-2010. Using a firm-specific real effective exchange rate index to operationalize export price
competitiveness, we find an inverted U-shape relationship between export price competitiveness and geographic
export diversification. We also find that export price competitiveness moderates the relationship between
geographic export diversification and firm performance: diversification is positively (negatively) related to
performance for less (highly) price competitive exporters. By introducing a firm-specific real effective exchange
AIB 2012 Conference Proceedings
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