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- W3044967874 abstract "In the Brazilian market it is possible to observe local entrepreneurs using foreign names, for example, the case of the clothing brand called John John Denim, that among other things uses international celebrities like Zac Efron for its marketing campaigns. The society has an enormous appreciation for products and brands with foreign names, especially those names that derive from the English language. The strategy called foreign branding consists on using foreign names in new brands created, most times, affects positively the “value equity” and the “brand equity”. In a small research we have found a tendency of (22%) twenty-two percent increase in the price given (on a special product). We hope more people get engaged to this reseach by reading the article." @default.
- W3044967874 created "2020-07-29" @default.
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- W3044967874 date "2018-01-01" @default.
- W3044967874 modified "2023-09-27" @default.
- W3044967874 title "What is the Value of an International Brand Name? - Efficacy of Foreign Branding in a Brazilian Scenario" @default.
- W3044967874 doi "https://doi.org/10.2139/ssrn.3197406" @default.
- W3044967874 hasPublicationYear "2018" @default.
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