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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Detalles Bibliográficos
Autores principales: Amran Harun, Nabsiah Abdul Wahid, Osman Mohamad, Jaratin Lily, Charlie Albert Lasuin
Formato: Artículo
Lenguaje:English
English
Publicado: MCSER-Mediterranean Center of Social and Educational Research 2016
Materias:
Acceso en línea: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