...Jihye Park; Min Zhang; Seunghyun Yoo; Hannah Gloria Kwon Purpose This study investigates the effects of vertical direction and rotation of English loan brand names in East Asian languages (Chinese and Korean) on processing fluency, perceived product quality and purchase intention. Design...

...James U. McNeal; F.J. Mindy In 1995 China instituted a 40‐hour work week resulting in what is now called “long weekends.”The purposes of this research was to determine what Chinese children prefer to do during the new long weekend, and the extent of their influence on what the family does...

...Swee Hoon Ang Two studies were conducted to examine Chinese consumers' responses to alpha‐numeric brand names. Results of the first study found that certain letters and numbers were considered to be luckier than others. The lucky letters and numbers were A, S, and 8, while the unlucky ones were F...