Global meets local : French Connection Malta

Abstract

The aim of this dissertation is to explore the effects that the setting of a marketing communications campaign can have on consumers' perceptions of quality. In particular, this study investigates whether Maltese consumers' perceptions of quality are influenced by the local setting of an international brand's advertising campaign. In order to study this, the French Connection Spring/Summer 2011 international campaign which employed Malta as the sole setting for its advertising images was used. The theory of consumer ethnocentrism is utilized as a theoretical framework in this investigation. Focus groups and in-depth interviews were employed in this study. Findings show that the reactions generated towards the local setting of the French Connection Spring/Summer 2011 campaign were positive. Meanwhile, there was virtually no impact on, or altering in, perceptions of quality towards this brand. However, results from this study did find that advertising images from settings similar to one's own were more easily remembered and recalled. Results also showed that when forming quality judgements, consumers tended to heavily rely on, or refer to, intrinsic cues. This study could act as a base for further studies and research in this area to be built upon as well as be of particular use and interest to local and international marketers.