Is naming brands in English worth doing? Effects of foreignness and country of origin on brand equity
The effect of the brand identity strategies, foreignness and country of origin, on brand equity raises questions about the effectiveness of the names given by entrepreneurs to commercial establishments. This study investigates the influence of foreignness and country of origin on consumer-based bran...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
FUCAPE Business School
2018-01-01
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| Series: | BBR: Brazilian Business Review |
| Subjects: | |
| Online Access: | http://www.redalyc.org/articulo.oa?id=123057497006 |