Department of Management

Lost in Translation: Product Label Language and the Mediating Role of Authenticity on Purchase Intention

Research output: Contribution to book/anthology/report/proceedingConference abstract in proceedingsResearchpeer-review

Should an exported product that is produced in a specific country keep the native language on its label or not? In this study, we explore how the role of native language of an origin-labelled product impacts consumer response. Based on an online experiment with consumers in the US (N=981) using as stimuli an olive oil product originating from Tunisia, our findings suggest that the presence of native language on a product’s label has a positive effect on product authenticity, which, in turn, increases purchase intention. However, this process is conditional on country of origin (COO) preferences: consumers who score moderate or high on COO are more likely to exhibit this effect. Our work has several managerial implications, since for products exported in foreign markets the native language on the label should be kept, especially when authenticity perceptions are desired and only for consumers who have strong preferences for country of origin.
Original languageEnglish
Title of host publication47th European Marketing Academy Conference (EMAC)
Publication year29 May 2018
Publication statusPublished - 29 May 2018
EventEuropean Marketing Academy Conference 2018 - University of Strathclyde, Glasgow, United Kingdom
Duration: 29 May 20181 Jun 2018


ConferenceEuropean Marketing Academy Conference 2018
LocationUniversity of Strathclyde
LandUnited Kingdom

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ID: 127851733