Park, Jihye; Zhang, Min; Yoo, Seunghyun; Kwon, Hannah Gloria - In: Asia Pacific Journal of Marketing and Logistics 36 (2023) 5, pp. 1084-1107
Purpose This study investigates the effects of vertical direction and rotation of English loan brand names in East Asian languages (Chinese and Korean) on processing fluency, perceived product quality and purchase intention. Design/methodology/approach Four experiments were conducted in China...