期刊名称：Revista Innovar Journal Revista de Ciencias Administrativas y Sociales
印刷版ISSN：2248-6968
出版年度：2009
卷号：19
期号：35
页码：9-18
语种：English
出版社：Universidad Nacional de Colombia - Sede Bogotá
摘要：In Latin-American markets, the choice of foreign brand names is very popular in a variety of product classes We investigate this phenomenon extending Le Clerc, et. al. (1989, 1994) original work on foreign branding effects in the context of a developing Latin American country, such as Chile. In this paper, we have used two foreign ranquaces. French and English and a different home-country language- Spanish-, thus extending the original US-based study. In general, results are consistent with those of studies conducted by Leclerc et. al. However, in the case of Chile, foreign branding, in particular English branding, generates better results across all product categories (hedonic, hybrid, and functional).
