The Double-Edged Sword of Foreign Brand Names for Companies from Emerging Countries
Valentyna Melnyk, Kristina Klein, & Franziska Völckner
Journal of Marketing, November 2012
Related conference paper
What’s in a Name? Asymmetry of Foreign Branding Effects in Hedonic versus
Utilitarian Product Categories
Valentyna Melnyk, Kristina Klein, Franziska Völckner
ANZMAC 2009
http://www.duplication.net.au/ANZMAC09/papers/ANZMAC2009-579.pdf
Maria Elena Villar, Di Ai, Sigal Segev, (2012) "Chinese and American perceptions of foreign-name brands", Journal of Product & Brand Management, Vol. 21 Iss: 5, pp.341 - 349
Foreign Branding and Its Effects on Product Perceptions and Attitudes
France Leclerc, Bernd H. Schmitt and Laurette Dubé
Journal of Marketing Research
Vol. 31, No. 2, Special Issue on Brand Management (May, 1994), pp. 263-270
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