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...

Full description

Bibliographic Details
Main Authors:	Rafael Barreiros Porto, Talyta da Silva Soyer
Format:	Article
Language:	English
Published:	FUCAPE Business School 2018-01-01
Series:	BBR: Brazilian Business Review
Subjects:	english foreignness brand equity country of origin branding experiment
Online Access:	http://www.redalyc.org/articulo.oa?id=123057497006

Similar Items

PERAN BRAND IMAGESEBAGAI PEMEDIASI PENGARUH COUNTRY OF ORIGINPADA BRAND EQUITY
by: Pratiwi Ni Luh Putu Mira, et al.
Published: (2015-10-01)

ANTECEDENTS OF BRAND EQUITY
by: Andina Seliani, et al.
Published: (2020-04-01)

PERAN COUNTRY OF ORIGIN PADA PEMBENTUKAN BRAND EQUITY
by: Endah Pri Ariningsih, et al.
Published: (2019-07-01)

Country of Origin Image and Brand Equity from Gender Perspective: Do they matter?
by: Astrid Vega Septyanti, et al.
Published: (2018-01-01)

Country brand equity model: Sustainability perspective
by: Teodorović Milivoj, et al.
Published: (2016-01-01)

ANALYSING THE SECTORS AND COUNTRIES OF ORIGIN FOR THE TOP RANKING BRANDS. ARE THERE ANY COMMON PATTERNS?
by: Erika KULCSÁR, et al.
Published: (2019-11-01)

Branding cities, regions and countries: the roadmap of place brand equity
by: Fabiana Gondim Mariutti, et al.
Published: (2021-07-01)

The Impact of Brand Awareness and Country of Origin in the Advertising Effectiveness of Greek Food Products in the United Kingdom: The Case of Greek Yogurt
by: Dimitrios Karagiannis, et al.
Published: (2022-12-01)

The Importance of Country-of-Origin Construct Dimensions in Destination Brand Building
by: Zoran Krupka, et al.
Published: (2021-01-01)

Influence of country of origin image on brand equity of consumers in Bosnia and Herzegovina: The case of smartphone market
by: Gluhović Nikola
Published: (2020-01-01)

Brand Equity and Brand Loyalty: New Perspective
by: Abd M. Alkhawaldeh, et al.
Published: (2016-09-01)

Destination Brand Equity:
by: Sangjeon Lee
Published: (2018-12-01)

The Effect of Brand Equity and Social Capital on Brand Image (A Study of Samand Automobile Brand)
by: M M, et al.
Published: (2018-01-01)

Country of Origin Image and Brand Equity Formation of Electronic Goods
by: Hadi Moradi, et al.
Published: (2011-01-01)

Investigation of Brand Name-Country of Origin Preference in Four Different Product Groups with Respect to Conspicuous Consumption Tendency
by: Volkan Doğan, et al.
Published: (2013-12-01)

The effect of country-of-origin image on purchase intention: The mediating role of brand image and brand evaluation
by: Nguyen Ngoc Hien, et al.
Published: (2019-12-01)

THE IMPACT OF ORIGIN ON CREATING A CULT BRAND: THE CASE OF APPLE
by: Valentina Daniela N. CONSTANTIN, et al.
Published: (2014-04-01)

The role of social status of brand equity on customer invocations the brand of equatic complexes
by: Zahra Aminiroshan, et al.
Published: (2022-09-01)

PRIVATE BRAND: BRAND EQUITY MEMEDIASI STRATEGI PRIVATE BRAND DAN BRAND PERSONALITY DENGAN BRAND PREFERENCE
by: Ni Kadek Dwi Suputri Duryana, et al.
Published: (2017-01-01)

Intergenerational Communication, Country of Origin Dan Word of Mouth Untuk Memprediksi Ekuitas Merek [Intergenerational Communication, Country of Origin and Word of Mouth for Predicting Brand Equity]
by: Keni Keni, et al.
Published: (2018-09-01)

GENERAL ISSUES CONSIDERING BRAND EQUITY WITHIN THE NATION BRANDING PROCESS
by: Denisa, COTÎRLEA, et al.
Published: (2014-11-01)

Country of Origin Image and Brand Equity Formation of Electronic Goods
by: Hadi Moradi, et al.
Published: (2011-12-01)

Characterizing Brand Knowledge and Identification as Predictors of Consumer-Based Brand Equity: Mediating Role of Employee-Based Brand Equity
by: Zijing He
Published: (2022-04-01)

Linking brand engagement to customer-based brand equity and role of brand experience, brand personality, and brand affect: A case of automobile market of Pakistan
by: Kashif Farhat, et al.
Published: (2020-03-01)

COUNTRY OF ORIGIN, ANIMOSITY AND BRAND PERCEPTION
by: Adriana MANOLICĂ, et al.
Published: (2018-11-01)

Key antecedents of brand equity in heritage brand extensions: The moderating role of tourist heritage experience
by: M. Belén Prados-Peña, et al.
Published: (2021-09-01)

The influence of brand experience on brand equity: the mediating role of brand love in a retail fashion brand
by: Ferreira Pedro, et al.
Published: (2022-03-01)

The Role of Consumer- Brand Experiences and Relationship in Contributing to Brand Equity for Services
by: Lai-cheung Leung
Published: (2016-02-01)

Country Branding and its effect on the consumer in the global market
by: Kerry Kilduff, et al.
Published: (2017-01-01)

The impact of brand concept on brand equity
by: Joo-Eon Jeon
Published: (2017-08-01)

Brand equity of Lahore Fort as a tourism destination brand
by: Muhammad Kashif, et al.
Published: (2015-07-01)

The role of social brand engagement on brand equity and purchase intention for fashion brands
by: Sang Vo Minh, et al.
Published: (2022-12-01)

Consumer-based brand equity: Do brand relationships matter?
by: Maja Konečnik Ruzzier, et al.
Published: (2022-01-01)

MEASURING BRAND EQUITY: THE PERSPECTIVE OF STARBUCKS’ CUSTOMERS
by: Astrid Puspaningrum
Published: (2020-11-01)

Factors influencing brand equity: Testing Aaker’s brand equity framework in Malaysian toy industry
by: Wong Chee Hoo, et al.
Published: (2024-01-01)

The Effect of Industrial Brand Equity on Ingredient Brand Equity component and End-User Purchase Intention
by: هاشم آقازاده, et al.
Published: (2017-02-01)

How brand personality, brand identification and service quality influence service brand equity
by: Sandra Maria Correia Loureiro, et al.
Published: (2014-12-01)

How Behavioral Branding Affects Brand Equity
by: Theo Lieven
Published: (2022-07-01)

The Impact of Brand Equity on the Achievement Customers’ Loyalty to the Brand: An Empirical Study of a Sample of Vodafone's Customers
by: Zaki Muhammad ABBAS BHAYA, et al.
Published: (2018-12-01)

Surveying the relationship between brand equity and brand-customer personality congruency
by: Shahriar Azizi, et al.
Published: (2013-03-01)