Brand Names and Country Brand Personality Dna
This work tests how spelling a brand name in a foreign language triggers associations with that country’s personality DNA - the unique combination of human traits that are associated with this country - resulting in instant association of the brand with this specific set of human personality traits.
Ella Karat and Ann Kronrod (2020) ,"Brand Names and Country Brand Personality Dna", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 954-957.
Ella Karat, University of Massachusetts, USA
Ann Kronrod, University of Massachusetts Lowell, USA
NA - Advances in Consumer Research Volume 48 | 2020
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