The Antecedents of Consumer Response to Domestic and Foreign Brand Placements

Fanny Fong Yee CHAN; Bradley R. BARNES; Ben LOWE

The Antecedents of Consumer Response to Domestic and Foreign Brand Placements

Fanny Fong Yee CHAN^*, Bradley R. BARNES, Ben LOWE

^*Corresponding author for this work

Research output: Book Chapters | Papers in Conference Proceedings › Conference (Extended Abstracts) › peer-review

Abstract

Despite a mixture of domestic and foreign brands being integrated in media content, few studies have explored consumer perceptions toward them. Drawing on a large-scale survey with in-excess of 1700 consumers from the United States and Hong Kong, the findings of this study revealed that consumers who were more ethnocentric felt good when seeing domestic brands placed in local television programs, although they are not against the placement of foreign brands. However, these consumers are less positive toward foreign brand placements only if they favor local production.

Original language	English
Title of host publication	2022 AIB Asia Pacific Regional Conference Proceedings
Place of Publication	Hong Kong
Publisher	The Hang Seng University of Hong Kong
Number of pages	6
Publication status	Published - Dec 2022
Externally published	Yes
Event	2022 Academy of International Business Asia Pacific Regional Conference: "Resilience in International Business" - Ningbo & Hong Kong, China Duration: 7 Dec 2022 → 9 Dec 2022

Conference

Conference	2022 Academy of International Business Asia Pacific Regional Conference: "Resilience in International Business"
Country/Territory	China
City	Ningbo & Hong Kong
Period	7/12/22 → 9/12/22

Funding

This work was supported by the Research Grants Council of the Hong Kong Special Administrative Region, China (Project Reference No.: UGC/FDS14/B01/14).

Keywords

consumer perception
product placement
domestic brands
foreign brands

Cite this

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abstract = "Despite a mixture of domestic and foreign brands being integrated in media content, few studies have explored consumer perceptions toward them. Drawing on a large-scale survey with in-excess of 1700 consumers from the United States and Hong Kong, the findings of this study revealed that consumers who were more ethnocentric felt good when seeing domestic brands placed in local television programs, although they are not against the placement of foreign brands. However, these consumers are less positive toward foreign brand placements only if they favor local production.",

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booktitle = "2022 AIB Asia Pacific Regional Conference Proceedings",

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note = "2022 Academy of International Business Asia Pacific Regional Conference: {"}Resilience in International Business{"} ; Conference date: 07-12-2022 Through 09-12-2022",

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CHAN, FFY, BARNES, BR & LOWE, B 2022, The Antecedents of Consumer Response to Domestic and Foreign Brand Placements. in 2022 AIB Asia Pacific Regional Conference Proceedings., MS0002, The Hang Seng University of Hong Kong, Hong Kong, 2022 Academy of International Business Asia Pacific Regional Conference: "Resilience in International Business", Ningbo & Hong Kong, China, 7/12/22.

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AU - CHAN, Fanny Fong Yee

AU - BARNES, Bradley R.

AU - LOWE, Ben

PY - 2022/12

Y1 - 2022/12

N2 - Despite a mixture of domestic and foreign brands being integrated in media content, few studies have explored consumer perceptions toward them. Drawing on a large-scale survey with in-excess of 1700 consumers from the United States and Hong Kong, the findings of this study revealed that consumers who were more ethnocentric felt good when seeing domestic brands placed in local television programs, although they are not against the placement of foreign brands. However, these consumers are less positive toward foreign brand placements only if they favor local production.

AB - Despite a mixture of domestic and foreign brands being integrated in media content, few studies have explored consumer perceptions toward them. Drawing on a large-scale survey with in-excess of 1700 consumers from the United States and Hong Kong, the findings of this study revealed that consumers who were more ethnocentric felt good when seeing domestic brands placed in local television programs, although they are not against the placement of foreign brands. However, these consumers are less positive toward foreign brand placements only if they favor local production.

KW - consumer perception

KW - product placement

KW - domestic brands

KW - foreign brands

UR - https://sbus.hsu.edu.hk/wp-content/uploads/2022/12/Extended-Abstracts-Updated-on-9-Dec.pdf

M3 - Conference (Extended Abstracts)

BT - 2022 AIB Asia Pacific Regional Conference Proceedings

PB - The Hang Seng University of Hong Kong

CY - Hong Kong

T2 - 2022 Academy of International Business Asia Pacific Regional Conference: "Resilience in International Business"

Y2 - 7 December 2022 through 9 December 2022

ER -

The Antecedents of Consumer Response to Domestic and Foreign Brand Placements

Abstract

Conference

Funding

Keywords

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