french’roast:’na/onalism’and’ consumer’preferences’prior ... ·...
TRANSCRIPT
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French Roast: Na/onalism and Consumer Preferences Prior to the
2003 Iraq War Sonal S. Pandya
Robert B. Urbatsch
IPES 2010
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Does Na/onalism Influence Economic Choices?
• Na/onalism appears salient factor in interna/onal economic policies
• Na/onalism a slippery concept in IPE:
inves/gated using survey data
rely on interpreta/ons of educa/on
• We propose new metric: consumer percep+ons of brand names
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French Brand Name Usually Confers Value to Food Products
• Consumers have imperfect informa/on; infer product characteris/cs from its perceived na/onal origin
• Na/onality branding a producer strategy to link posi/ve associa/ons of a country with their product; consumers easily manipulated
• French brand name implies “hedonis/c and pleasurable quali/es” of consumer goods
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Due to US-‐France Conflict, Consumers Avoid Ostensibly French Brands
• Consumers express opposi/on to French policies by boycoWng goods perceived as French
• Similar paXern documented among Australian consumers responding to French nuclear tests in South Pacific
• French’s and Au Bon Pain ran campaigns sugges/ng worry about similar boycoXs
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Diminished Brand Equity Reflected in Firms’ Market Value
• Brand equity: the addi/onal value consumers’ derive rela/ve to otherwise iden/cal unbranded good
• Brand equity a large financial asset especially for consumer goods; size of M&A transac/ons o^en reflects this form of equity
Claim: Markets discount value of firms with French brand names during 2003 US-‐French dispute
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Brand Name Data
• Source: Adver&sing Red Books, annual catalog of corporate brand names published by Lexis-‐Nexis. Covers US and foreign firms
• Sample: 48 public firms in food and beverage firms (firms classified within SIC (1987) 20)
41 American firms, 7 foreign firms
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Coding: LeXer Combina/ons Signify Frenchness
• Orthography (spelling) usual way to iden/fy language of wriXen text like brand names
• Some leXer groups characteris/cally French E.g. words ending in -‐ais, -‐ait, -‐eux, -‐eur, or -‐uis
• Find brands containing French groups but not containing other languages’ groups
• Full list derived from every 3-‐ and 4-‐leXer group in small corpus of each major branding language (Spanish, English, Italian, German)
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Methodology
• Complica/on: date of an/-‐French sen/ments theore/cally unclear
• Strategy: Day-‐by-‐day model of abnormal returns (compared to general food-‐industry stock index)
• Compare effects of daily indicator with interac/on of daily effect and Frenchness of brand poriolio
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March 5: France opposes UN resolu/on
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Next Step: Retail Store-‐Level Data
• Weekly store-‐level sales by UPC • Customer-‐level scanner data panel
– 47 US markets – 30 product categories
Direct test of consumer-‐level decision-‐making Wider range of product categories, brands, geography Allows controls for: price point, perceived vs. actual French origin, countervailing marke/ng expenditures
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Larger Contribu/ons
• Establishes behavioral metrics of na/onalism’s influence on economic choices
• Iden/fies new dimension of consumer behavior as poli/cal ac/on
• Elucidates microlevel link between interna/onal security and economic rela/ons.