Is naming brands in English worth doing? Effects of foreignness and country of origin on brand equity

The effect of the brand identity strategies, foreignness and country of origin, on brand equity raises questions about the effectiveness of the names given by entrepreneurs to commercial establishments. This study investigates the influence of foreignness and country of origin on consumer-based bran...

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Autores principales: Rafael Barreiros Porto, Talyta da Silva Soyer
Formato: article
Lenguaje:EN
PT
Publicado: FUCAPE Business School 2018
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Acceso en línea:https://doaj.org/article/979f806a143040239d39f1cbe6875689
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