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Foreign Branding: Examining the Relationship between Language and International Brand Evaluations

In Latin-American markets, the choice of foreign brand names is very popular in a variety of product classes. We investigate this phenomenon extending LeClerc et al. (1989, 1994) original work on foreign branding effects in the context of a developing Latin American country, such as Chile. In this p...

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Bibliografiset tiedot
Julkaisussa:INNOVAR. Revista de Ciencias Administrativas y Sociales
Päätekijät: Sergio Olavarrieta Soto, Enrique Manzur Mobarec, Roberto Friedmann
Aineistotyyppi: Artigo
Kieli:Inglês
Julkaistu: Universidad Nacional de Colombia 2009
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Linkit:https://www.redalyc.org/articulo.oa?id=81819026002
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