The Effects of Brand Cognition Process in Automobile Marketing in the Developed Countries

Gautam Dutta and Abhishek Dutta
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Gautam Dutta: Indian Institute of Foreign Trade, Kolkata, India
Abhishek Dutta: Chulalongkorn University, Bangkok, Thailand

International Journal of Asian Business and Information Management (IJABIM), 2019, vol. 10, issue 1, 65-77

Abstract: The developed country consumers actually build up three types of barriers while acknowledging inconspicuous automobile brands from developing countries which almost act linearly in three successive phases of brand cognition. These barriers create three types of quantifiable psychological distances. This article, in the backdrop of an Indian automobile brand's marketing endeavor in USA, details the underlying psychological reasons towards ignoring inconspicuous foreign brands of developing countries and quantifies psychological distances for the Indian automobile brand understudy. This article also shows a way to bring the theoretical understanding of COO based brand cognition process to a practical level which the marketing managers of developing countries can use while extending their brands to the developed country markets.

Date: 2019
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