The Effect of Language on Brand Evaluation : A comparison of consumers’ brand evaluations of English and Spanish branding in Colombia

Whether brand names should be standardized or adapted to a certain target market has been a key question in international marketing literature. Language can be an important origin cue of a product and hence, can be used as a marketing tool to enhance product evaluations of consumers, or might be app...

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Detalles Bibliográficos
Autor Principal: Seiberle, Nadine Adriana
Otros Autores: Juárez, Fernando
Formato: Tesis de maestría (Master Thesis)
Lenguaje:Español (Spanish)
Publicado: Universidad del Rosario 2018
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