The double edged sword of foreign brand names for companies from emerging countries

By:

MELNYK, VALENTYNA

Contributor(s):

KLEIN, KRISTINA

Material type:

Mixed materialsPublication details: 2013Description: 21-37Subject(s):

BRANDING

NLM classification:

658.827

In: JOURNAL OF MARKETINGMSummary: 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).

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		76/6	Available		P14724

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).

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