What Language Should Be Displayed on Product Packaging? How Unconventional Lettering Influences Packaging and Product Evaluation

Autor(en)

Udo Wagner, Alisara Rungnontarat Charinsarn

Abstrakt

Practitioners and academics agree that packaging is a communication tool that impacts marketing success. This paper focuses on a specific cue incorporated in product packaging: the use of supplementary unconventional lettering, such as Arabic characters, on a product package with English. Building on the theory of Foreign Language Display, the use of unconventional lettering that is congruent with the product is expected to be favorable if it is interpreted as a quality cue. Additionally, familiarity with the product category moderates this relationship. This paper discusses empirical studies carried out in a developed economy and a developing economy.

Organisation(en)

Institut für Marketing und International Business

Externe Organisation(en)

Thammasat University

Journal

Journal of International Consumer Marketing

Band

33

Seiten

1-18

Anzahl der Seiten

18

DOI

https://doi.org/10.1080/08961530.2020.1741483

Publikationsdatum

2020

Peer-reviewed

Ja

ÖFOS 2012

502019 Marketing

Schlagwörter

ASJC Scopus Sachgebiete

Marketing, Management Information Systems

Link zum Portal

https://ucris.univie.ac.at/portal/de/publications/what-language-should-be-displayed-on-product-packaging-how-unconventional-lettering-influences-packaging-and-product-evaluation(007c716e-15b2-4b9d-b136-d77c5be6b77b).html