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Keywords: Foreign‐name branding
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Journal Articles
Journal of Product & Brand Management (2012) 21 (5): 341–349.
Published: 17 August 2012
...Maria Elena Villar; Di Ai; Sigal Segev Purpose Previous research is mixed regarding consumer reactions and concerns regarding product brands with foreign‐sounding names. This paper aims to study the perception and purchase intent of foreign‐name brands in a sample of adult US and Chinese consumers...
