{"title":"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","authors":"Atefeh Talebnejad, Mohammad Sharifi-Tehrani","doi":"10.1080/10696679.2023.2295449","DOIUrl":null,"url":null,"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...","PeriodicalId":16424,"journal":{"name":"Journal of Marketing Theory and Practice","volume":null,"pages":null},"PeriodicalIF":4.4000,"publicationDate":"2024-01-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"The effect of national identity on brand name language preference: evidence of nonlinear and moderated moderation effects\",\"authors\":\"Atefeh Talebnejad, Mohammad Sharifi-Tehrani\",\"doi\":\"10.1080/10696679.2023.2295449\",\"DOIUrl\":null,\"url\":null,\"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...\",\"PeriodicalId\":16424,\"journal\":{\"name\":\"Journal of Marketing Theory and Practice\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":4.4000,\"publicationDate\":\"2024-01-29\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Marketing Theory and Practice\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1080/10696679.2023.2295449\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Marketing Theory and Practice","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/10696679.2023.2295449","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
The effect of national identity on brand name language preference: evidence of nonlinear and moderated moderation effects
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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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.
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