States of mind toward American brands and Brand America in three Pacific Rim nations .


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Attitudes toward American brands and Brand America in three Pacific Rim countries. Fullerton, J.A., Kendrick, A., Chan, K., Hamilton, M., and Kerr, G. American Academy of Advertising Asia Pacific Conference May 2007. Jami Fullerton, Oklahoma State University.
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Mentalities toward American brands and Brand America in three Pacific Rim nations Fullerton, J.A., Kendrick, A., Chan, K., Hamilton, M., and Kerr, G. American Academy of Advertising Asia Pacific Conference May 2007

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Jami Fullerton, Oklahoma State University Alice Kendrick, Southern Methodist University Matthew Hamilton, Oklahoma State University AAA Brand US

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Reason for this study International general supposition surveys uncovered an expansion in hostile to Americanism (in Europe and Asian nations). The ascent of against Americanism is of worry to American worldwide advertisers. Contrast in observation about American strategy versus American items/individuals/values. AAA Brand US

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How will this hostile to Americanism affect upon American Brands? American brands add to 62 of the main 100 most profitable brands around the world. Business pioneers met to build up a stage to reestablish "Mark America". AAA Brand US

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Brands we adore and marks we detest Tim Love (bad habit director universal of Saatchi & Saatchi) trusts that there are brands we cherish, he calls "lovemarks". Alice Kendrick proposes that there are likewise marks we severely dislike and instituted the restricting term "loathemark". Adore called for affectability in global promoting. Global publicizing examines demonstrated that associating items to America may have transformed from a brand advantage for a negative methodology. AAA Brand US

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Research Questions What are the common states of mind toward America among understudies in Australia, Hong Kong, and Singapore? Which brands do they most like/abhorrence? What is the level of inclination for US brands? Any relationship between US mark amiability and state of mind toward America? AAA Brand US

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Methodology Sample of 556 undergrad and graduate understudies in Australia, Hong Kong and Singapore. Demeanors toward US government and US individuals on a 4-point scale. Inclination for US marks on a 5-point scale. US brands they enjoyed/loathed the most (open-finished). AAA Brand US

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Sample AAA Brand US

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RQ1:What are the common states of mind toward America among understudies in Australia, Hong Kong, and Singapore? Evaluated on 4 point scale where 1 = exceptionally unfavorable and 4 = extremely good. AAA Brand US

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RQ2: Which American brands do they like the most? Slightest? AAA Brand US

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RQ3: What is the level of inclination for US brands? Evaluated on 5 point scale where 1 = no inclination and 5 = inclination. AAA Brand US

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Not generally voting with their wallets Majority of respondents expressed they couldn\'t have cared less whether a brand is US when they make a buy. None declined to get US brands. AAA Brand US

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RQ4: Is there any relationship between US mark inclination and state of mind toward America? In Australia – no relationship between state of mind towards US government or US individuals and inclination for US brands. In Hong Kong and Singapore – Significant constructive relationship between state of mind towards US government and inclination for US brands, however not between the US individuals and US brands. AAA Brand US

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Discussion This study affirms the discoveries of different studies that state of mind towards US government is lower than demeanor towards US individuals. In any case, this study showed the state of mind towards the US government could have a critical positive relationship on inclination towards US brands. AAA Brand US

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Differences between nations Significant positive relationship was found in both Hong Kong and Singapore between state of mind towards the US government and inclination for US brands. Just 2% of Australians contrasted with 12-15% of their Asian neighbors liked to purchase Australian brands. AAA Brand US

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Differences between nations Perhaps US government\'s encapsulation of vote based beliefs or business undertaking assume a more grounded part in Asian nations than in Australia. Maybe as a station of American culture and business, Australians relate the US government with the activities of the present organization. AAA Brand US

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Love me or Loathe me? Three brands recognized as the most enjoyed US brands – Coke, McDonalds and Nike – are among those uncommon universal brands that Saatchi& Saatchi announced lovemark status. This study proposes they may likewise fit the bill for loathemark status among similar demographic gathering. Do similar parts of a brand make it be both adored and detested? Might hostile to Americanism be a reason? AAA Brand US

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The "So what" stamp? " I couldn\'t care less if the items that I purchase are from the US or not, I pick the items that I like best, paying little heed to the national beginning of the brand" Australia 87% Hong Kong 74% Singapore 79% AAA Brand US

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Limitations and Future Research Doubtful that the understudy gatherings are illustrative of their particular nations and any speculations must be seen with alert. Critical pilot information that may flag inclines that can accordingly investigated. More research, bigger specimens, more nations to comprehend the adoration/abhor association with Brand America. AAA Brand US

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