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Keywords: National culture dimensions
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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
..., high-tech and global community. In contrast, local language brand names are more likely to be used in product categories associated to subscriptions. Findings also suggest that Hofstede's national cultural dimensions are significant factors. Finally, the results revealed that foreign language brand...
