Breaking the vertical barrier : effects of vertical direction and rotation of an English loan brand name on product evaluation

Jihye Park, Min Zhang and Seunghyun Yoo, and Hannah Gloria Kwon

Year of publication:	2024
Authors:	Park, Jihye ; Zhang, Min ; Yoo, Seunghyun ; Kwon, Hannah Gloria
Subject:	Chinese \| English loan brand name \| Korean \| Processing fluency \| Product quality \| Purchase intention \| Rotation \| Vertical direction \| Produktqualität \| Markenimage \| Brand image \| Markenartikel \| Brand \| Konsumentenverhalten \| Consumer behaviour \| Vertikale Integration \| Vertical integration \| China \| Südkorea \| South Korea \| Markenführung \| Brand management

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