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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| Pubblicato in: | INNOVAR. Revista de Ciencias Administrativas y Sociales |
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| Autori principali: | , , |
| Natura: | Artigo |
| Lingua: | Inglês |
| Pubblicazione: |
Universidad Nacional de Colombia
2009
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| Soggetti: | |
| Accesso online: | https://www.redalyc.org/articulo.oa?id=81819026002 |
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