It's not just a brand name: The impact of language on consumer attitude and behavior
This paper notes the impact of language choice in a brand name on consumer’s response. This was measured based on three different language based brand names in the same product category (coffee). The brand names were Aik Cheong, Kopimas, and Power Root, representing Chinese, Malay, and English langu...
Saved in:
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | en |
| Published: |
International Journal of Research Studies in Management
2012
|
| Subjects: | |
| Online Access: | http://ir.unimas.my/id/eprint/8637/1/Ernest%20Cyril.pdf http://ir.unimas.my/id/eprint/8637/ http://www.researchgate.net/publication/235645531_It's_not_just_a_brand_name_The_impact_of_language_on_consumer_attitude_and_behavior |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|