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Global marketers' dilemma: Whether to translate the brand name into local language Journal article
Journal of Global Marketing, 2007,Volume: 20,Issue: 4,Page: 25-38
Authors:  Chow,Clement S.F.;  Tang,Esther P.Y.;  Fu,Isabel S.F.
Favorite  |  View/Download:4/0  |  Submit date:2019/08/02
Brand name translation  China market  Consumer involvement  Hedonism  Purchase intention  
Global marketers' dilemma: Whether to translate the brand name into local language Journal article
Journal of Global Marketing, 2007,Volume: 20,Issue: 4,Page: 25-38
Authors:  Chow,Clement S.F.;  Tang,Esther P.Y.;  Fu,Isabel S.F.
Favorite  |  View/Download:3/0  |  Submit date:2019/08/01
Brand name translation  China market  Consumer involvement  Hedonism  Purchase intention