...Yan Kou; Samart Powpaka Purpose In the advertising strategy called pseudo-ownership advertising appeal, ownership-implying language (e.g. my, our or your) is used to induce consumers’ “ownership” of a brand. This study aims to investigate the influence of pseudo-ownership advertising appeal...

..., refrigerators, TV sets and washing machines. Most of these products are award‐winning products and their brand names are well known among consumers in China. In this study, we will show how the Chinese language and the Chinese culture conceptualize the branding of these consumer products. We will focus on how...