Comparison of the influence of self-driving technology brand name on purchase intention between Japan and the US

Brand name accounts for 34% of consumers' attitude toward products. Research on brand names has focused on corporate and product brands, but in recent years, attention has also been paid to technology brand names. Since technology brands cross over into product brands, if successful, the possibility exists that they can contribute to establishing corporate brand image more than product brands. However, the degree of influence of technology brand name on purchase intention has not been sufficiently evaluated. As a result, there are still many technology brand names that are difficult for customers to recognize and do not stimulate purchase intention because the technology brand name is regarded as unimportant. Therefore, this study evaluated differences in purchase intention due to technology brand name for self-driving technology in the automobile industry between Japan and the US. An online survey was administered to 2,000 people concerning their purchase intention of target vehicles: minivans (Japan) and sedans (US). The participants reviewed product sheets in which only the technology brand name had been changed. The results indicate that brand names that convey safety in Japan showed a high level of influence, with an odds ratio of about 1.5. These brand names used combinations of existing English words, which may have caused their influence to be greater in Japan than the US. This study can be used to inform brand strategy by clarifying the importance of technology brand name on consumer behavior.