Evaluating Brand Name Connotation to a Country: A Conceptualization

A good brand name is very important for the success of a product. A thoughtful brandname can convey information that can influence potential customers in a positive way. Thus marketers often formulate brand names intended to explicitly or implicitly play a rolein influencing customer perceptions. One way of doing this is to have a brand namebearing connotations to a foreign country. In general, prior research on country-of-origineffects has not adequately focused on exploring brand name connotation and its effect onproduct evaluation. This research presents a conceptual framework for determining if/howbrand name connotation to a foreign country affects product evaluation. Specifically, thispaper reviews relevant literature pertaining to country-of-origin and brand nameconnotation, discusses a conceptualization, proposes research hypotheses, and outlinesprocedures for collecting data to evaluate the proposed hypotheses.