Browsing by Author "Völckner, Franziska"
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The double-edged sword of foreign brand names for companies from emerging countries Melnyk, Valentyna; Klein, Kristina; Völckner, Franziska (American Marketing Association, 2012)Foreign branding-or using brand names that evoke foreign associations through, for example, spelling a brand name in a foreign language-is a popular means in both developed and emerging countries of suggesting a specific ...
Co-authors for Franziska Völckner
Franziska Völckner has 2 co-authors in Research Commons.