Abstract

The Canadian consumer packaged goods industry is rife with competition and brand managers are faced with limited marketing resources. This makes it essential for brands to stand out where it matters most: the store shelf. This research aims to understand the effect of a foreign brand’s attributes—as represented on a product label—on Canadian consumers’ preferences and purchase intentions. The results of this study suggest that brands must carefully select the language(s) which appear on the label when competing in a foreign market. This research helps brand managers as they form a strategy to either change an existing brand or introduce a new packaged goods brand to the Canadian market.