Brand Foreignness

What it measures

A four-item semantic differential scale measuring the degree to which a consumer perceives a brand as foreign rather than domestic. Items assess whether the brand is used by consumers in other countries, whether it represents something foreign or domestic to the respondent, cultural associations with the brand's appeal, and the respondent's overall associations with the brand's origin. Blanks in items 2 and 3 require insertion of the respondent's domestic country or culture label, enabling the scale to be adapted across national contexts.

Representative items

• To me, this brand represents something foreign / To me, this brand represents something [domestic]. (r)
• I associate this brand with things that are [domestic] / I do not associate this brand with things that are [domestic]. (r)

Citation

Zhou, Lianxi, Zhiyong Yang, and Michael K. Hui (2010). Non-local or local brands? A multi-level investigation into confidence in brand origin identification and its strategic implications. Journal of the Academy of Marketing Science, 38(2), 202–218.