Culture of brand origin (COBO): the impacts of language and linguistics on purchase intention of a brand

This paper provides new insights into origin effect by focusing on new significant parameters pertaining to culture namely language and linguistics factors. It is postulated that the identification of culture of brand origin (COBO) on the basis of its language, and evaluation on linguistics componen...

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Bibliographic Details
Main Authors: Amran Harun, Nabsiah Abdul Wahid, Osman Mohamad, Jaratin Lily, Charlie Albert Lasuin
Format: Article
Language:English
English
Published: MCSER-Mediterranean Center of Social and Educational Research 2016
Subjects:
Online Access:https://eprints.ums.edu.my/id/eprint/29309/1/Culture%20of%20brand%20origin%20.pdf
https://eprints.ums.edu.my/id/eprint/29309/2/Culture%20of%20Brand%20Origin3.pdf