The Allure of Foreignness: Exploring the Impact of Foreign Language Labels and the Mediating Effects of Consumer Xenocentrism on Consumer Perceptions

Drawing on the theories of foreign language display, global consumer culture positioning, and foreign consumer culture positioning, this study investigates the impact of foreign language labels on consumer evaluations, focusing on the mediating role of xenocentrism in the hedonic (coffee) category. Conducted in Albania, the survey utilized a heterogeneous sample of 304 participants and employed structural equation modeling (SEM) to analyze these effects. Results indicate that English and Italian labels exhibit strong, direct positive impacts on attention, perceived quality, trust, and purchase intention, whereas xenocentrism provides a weaker yet significant mediation effect. This highlights the potency of labels as extrinsic quality cues that can overshadow consumer dispositions. The study offers practical insights for food marketers and brands to enhance brand appeal and purchase intention through strategic use of foreign language labels. It shows how brands can align packaging strategies with consumer preferences, especially in urban markets influenced by global trends, such as post-communist countries transitioning to global consumer cultures. By exploring the interplay between foreign language labels and consumer dispositions in a transitional economy, the study contributes to the growing literature on cross-cultural consumer behavior and suggests avenues for research into foreign branding in emerging markets.