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Keywords: Branding
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Journal Articles
Journal:
Management Decision
Management Decision (2022) 60 (5): 1492–1510.
Published: 09 July 2021
...Pablo Farías; Luis Torres Purpose This paper explores which market and product category characteristics could influence the use of foreign language brand names (i.e. whether a brand uses a foreign language versus local language brand name) in some of the largest Latin American countries. Design...
