Consumers from an emerging country generally associate brands from developed countries with high quality. An interesting question is how do they perceive different brands with different positioning strategies? While many more brands position themselves as global brands rather than foreign brands, I argue that for emerging country consumers, there should not be a perceived quality difference between a global brand using the English language versus a foreign brand using other languages written in the Latin alphabet. This could be because consumers stereotype the country image at the regional level and appearance level, not at the country level. This should be most salient when consumers are less familiar and/or more distant from the country being evaluated.

• Alisara Rungnontarat Charinsarn(Thammasat Business School)