Chinese brand naming: a linguistic analysis of the brands of ten product categories

Author:

Chan Allan K.K.,Huang Yue‐Yuan

Publisher

Emerald

Subject

Management of Technology and Innovation,Marketing

Reference25 articles.

1. Baldinger, A.L. and Rubinson, J. (1996), “Brand loyalty: the link between attitude and behavior”,Journal of Advertising Research, November/December, pp. 22‐34.

2. Bergh, B.V., Adler, K. and Oliver, L. (1987), “Linguistic distinction among top brand names”,Journal of Advertising Research, August/September, pp. 39‐44.

3. Blair, M. (2000), “Crisis for Western Brands?”,Asian Brand News, January, Vol. 12.

4. Chan, A.K.K. (1990), “Localization in international branding – a preliminary investigation on Chinese names of foreign brands in Hong Kong”,International Journal of Advertising, Vol. 9, pp. 81‐91.

5. Brand naming in China: a linguistic approach

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