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Keywords: Market characteristics
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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
... category characteristics Market characteristics National culture dimensions Foreign language proficiency Prior research has demonstrated that “foreign branding triggers cultural stereotypes and influences product perceptions and attitudes” (Leclerc et al., 1994 , p. 263). Foreign...
