TY  - GEN
AU  - MELNYK, VALENTYNA
AU  - KLEIN, KRISTINA
TI  - The double edged sword of foreign brand names for companies from emerging countries
PY  - 2013///
KW  - BRANDING
N2  - 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)
ER  -