Construct · 1 fields · 1 citations

foreign branding: a standalone construct

One name. One construct. A landmark on the map.

● anchor · a standalone construct Nearest construct by meaning·not indexed

A single standalone construct; nearby constructs are located against it in the Collider. Tap a field for its definition, unit, and measures.

Marketing

giving a brand a name spelled or pronounced in a foreign language to borrow that culture's associations.

In marketing, foreign branding refers to giving a brand a name spelled or pronounced in a foreign language to borrow that culture's associations. This meaning comes from Leclerc (1994) in Journal of Marketing Research.[1]

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Nearby constructs

borrow1 fields · 1 citationsanchor · a standalone construct culture4 fields · 9 citationsjingle · one word, four constructs

References

Leclerc, F., Schmitt, B. H., & Dubé, L. (1994). Foreign Branding and Its Effects on Product Perceptions and Attitudes. Journal of Marketing Research, 31(2), 263-270. https://doi.org/10.1177/002224379403100209

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