26‚ Nos. 11–12‚ October 2010‚ 1037–1056 Do brand names in a foreign language lead to different brand perceptions? Laura Salciuviene‚ Lancaster University‚ UK Pervez N. Ghauri‚ Kings College London‚ UK Ruth Salomea Streder‚ Lewis-Global Public Relations‚ UK Claudio De Mattos‚ Manchester Business School‚ UK Abstract This study examines the effects of brand names in a foreign language‚ country of origin‚ and the incongruence between the two on brand perceptions of services. Employing congruity and
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Introduction: “A brand extension occurs when a firm uses an established brand name to introduce a new product” (Keller‚ 2008‚ pg 491). Paragraph 2 350 words Pg. 514 How relevant the extension evidence is about the attribute or benefit for the parent brand- Relevance- Any brand extension needs to enhance its parent brand. If there is no connection‚ or ‘relevance’ it potentially won’t provide feedback benefits to the parent brand. * Völckner and Sattler (2006) found that fit between
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dress flashy and purchase expensive brand name items. But people from certain cultures see that as stupid and don’t think it makes sense. By Any Other Name By Santha Rama Rau is a great example of how culture greatly influences the way they view others. This essay is about two indian girls Premila and Santha. They switched schools‚ her new school is Anglo-Indian day school. On the first day of school the teacher says‚ “Now you’re the new girls. What are your names?” permila says‚ “I am Premila‚ and
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Mercier du Paty de Clam Laetitia (10902550x) Analyze the advantages and disadvantages of using a global brand name INTRODUCTION Nowadays the global market is quite attractive for high competition environment. In order to be visible in global market‚ brands can be used to play an important role. From marketing point of view‚ brands are the means that consumers use to distinguish products and services based on essential and non-essential attributes and they are a source of business’s differential
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– A Bad Behavior of Human “By Any Other Name”‚ by Santha Rama Rau‚ is about two sisters‚ Santha and Premila‚ who were forced to fit British culture in the time period when British ruled India. They have never been sent to school until their mother‚ who always taught them at home‚ got sick. Therefore‚ they had to attend a British school where there was too British. On the first day of school‚ the headmistress forced them to change their Indian names to English names. In class‚ they and all other Indian
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Annotated Bibliography HITCHMOUGH‚ SAM. "’It’s Not Your Country Any More’. Contested National Narratives And The Columbus Day Parade Protests In Denver." European Journal Of American Culture 32.3 (2013): 263-283. Academic Search Complete. Web. 21 Nov. 2016. This essay presents an unbiased‚ detailed view of the name change debate. The author‚ American Studies lecturer Sam Hitchmough‚ provides a critical look at how Americans have viewed Christopher Columbus throughout the centuries. He addresses
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Price Signal Better Quality? INTERFACES presents articles focusing on managerial applications of management practices‚ theories‚ and concepts D P S Verma and Soma Sen Gupta Executive Summary KEY WORDS Product Quality Perceived Quality Purchase Decision Price-quality Relationship With differentiated products‚ consumers may not be aware of the quality and features of the products they buy. They are often unable to make a quality comparison among various brands. Moreover‚ they
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Scrubs or House‚ you may have noticed the mysterious orange substance that is applied to every patient before surgery. I bet you haven’t ever thought about how important this is to hospitals and doctors all over the world. Betadine is just a brand name for Povidone-iodine. This substance was made in 1955 for a wide variety of medical uses. Here are just a few: Doctors scrub their hands with it before surgery‚ it is used as eye drops and throat rinses‚ it is applied on the skin before general
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Throughout short story “By Any Other Name‚” Santha Rama Rau suggests that identity plays a big role on the way people are treated‚ and the impact on others. Premila and Santha have just arrived at their new school. They have just been introduced to the the head mistress. She’s just decided to change their names because she hasn’t bothered to learn India’s language. The head mistress states‚ “Oh‚ my dears‚ those are much too hard for me. Suppose we give you pretty English names”(p.1). This reveals that
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opportunity to fit into any heritage. Racism has affected many people worldwide because some are looked at differently because of there ethnicity. In the memoir‚ By Any Other Name‚ Premila and Santha are treated differently because of their ethnicity. This shows that people are look at each other in different ways because of how they look or talk. In the short story‚ Everyday Use‚ Dee tells her mother that she changed her name to Wangero because people oppressed her name. This shows that people
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