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Keywords: Foreign language proficiency
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Journal Articles
The role of market and product category characteristics in local versus foreign language branding in Latin America
Available to Purchase
Journal:
Management Decision
Management Decision (2022) 60 (5): 1492–1510.
Published: 09 July 2021
... names are more likely to be used in markets with a low level of foreign language proficiency. Originality/value This paper shows the importance of considering market and product category characteristics and their potential influence on local versus foreign language branding in Latin America...
