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...
| Autores principales: | , , , , |
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| Formato: | Artículo |
| Lenguaje: | English English |
| Publicado: |
MCSER-Mediterranean Center of Social and Educational Research
2016
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| 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 |