The effect of national identity on brand name language preference: evidence of nonlinear and moderated moderation effects

IF 4.4 Q2 BUSINESS Journal of Marketing Theory and Practice Pub Date : 2024-01-29 DOI:10.1080/10696679.2023.2295449

Atefeh Talebnejad, Mohammad Sharifi-Tehrani

引用次数: 0

Abstract

This study, based on social identity theory, probes the effect of national identity (NI) on consumer preference for local and foreign language branding considering direct, moderation, and moderated...

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国家认同对品牌名称语言偏好的影响：非线性调节效应的证据

本研究以社会认同理论为基础，探讨了国家认同（NI）对消费者本地和外语品牌偏好的影响，包括直接影响、调节影响和被调节影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Marketing Theory and Practice BUSINESS-

CiteScore

6.80

自引率

6.70%

发文量

期刊介绍： The Journal of Marketing Theory & Practice is devoted to the publication of peer-reviewed articles addressing substantive, managerial issues in marketing. In the context of developing, enhancing, and disseminating marketing knowledge, JMTP publishes both conceptual and empirical work, so long as the work provides strong implications for the managerial practice of marketing. Unlike other marketing journals that may be more focused on specific methodological approaches, deal with theoretical issues without regard to application, or represent various subfields of marketing, JMTP is positioned as a general marketing journal affording a quality outlet for more managerially-oriented research across the scope of the field.