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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| Formato: | Tesis de maestría (Master Thesis) |
| Lenguaje: | Español (Spanish) |
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Universidad del Rosario
2018
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| Acceso en línea: | http://repository.urosario.edu.co/handle/10336/18765 |