Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference

EMAC 2020 Annual Conference

When Foreign Brands Appear Local, and Local Brands Appear Foreign: The Asymmetric Effects of Foreign Branding in Developing Countries

Published: May 27, 2020


Bo Chen, Sungkyunkwan University


Country of Origin; Foreign Branding; Developing Countries


Both foreign and local companies frequently name their brands in foreign language on the market of developing countries, and some of them choose to disclose their brands’ country of origin to consumers. This research investigates the joint effects between the practices of disclosing the actual country of origin of the brands and the language of the brand names on consumers’ purchase intention for foreign brands or local brands in developing countries.