The double edged sword of foreign brand names for companies from emerging countries (Record no. 11631)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 00933npc a2200169Ia 4500 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 140613s2013 xx 000 0 und d |
| 060 ## - NATIONAL LIBRARY OF MEDICINE CALL NUMBER | |
| Classification number | 658.827 |
| 100 ## - MAIN ENTRY--PERSONAL NAME | |
| Personal name | MELNYK, VALENTYNA |
| 245 #4 - TITLE STATEMENT | |
| Title | The double edged sword of foreign brand names for companies from emerging countries |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Date of publication, distribution, etc. | 2013 |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 21-37 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | 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). |
| 653 ## - INDEX TERM--UNCONTROLLED | |
| Uncontrolled term | BRANDING |
| 700 ## - ADDED ENTRY--PERSONAL NAME | |
| Personal name | KLEIN, KRISTINA |
| 773 ## - HOST ITEM ENTRY | |
| Other item identifier | P14724 |
| Note | M |
| Host Itemnumber | 27729 |
| Host Biblionumber | 11181 |
| Title | JOURNAL OF MARKETING |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Articles |
No items available.