The double edged sword of foreign brand names for companies from emerging countries
MELNYK, VALENTYNA
The double edged sword of foreign brand names for companies from emerging countries - 2013 - 21-37
Foregin branding-or using brand names that evoke foreign associations through, for example, spelling a brand name in a foreign language- is a popular means in both developed and emerging countries of suggesting a specific country of origin (COO) in the hope that it will evoke certain product qualities. As a result, consumers increasingly encounter products with brand names that imply a COO that differs from the actual COO (Wher the product is manufactured).
BRANDING
658.827
The double edged sword of foreign brand names for companies from emerging countries - 2013 - 21-37
Foregin branding-or using brand names that evoke foreign associations through, for example, spelling a brand name in a foreign language- is a popular means in both developed and emerging countries of suggesting a specific country of origin (COO) in the hope that it will evoke certain product qualities. As a result, consumers increasingly encounter products with brand names that imply a COO that differs from the actual COO (Wher the product is manufactured).
BRANDING
658.827