Fetscherin, Marc; Diamantopoulos, Adamantios; Chan, Allan; … - In: Journal of Product & Brand Management 24 (2015) 2, pp. 110-123
Purpose – The purpose of this paper was to conduct an experimental design of Americans’ preferences for the English version of Chinese brand names by drawing from prior research in psychology, linguistics and marketing. The impact of string length and semantic relevance to English on...