The role of market and product category characteristics in local versus foreign language branding in Latin America

Purpose This paper explores which market and product category characteristics could influence the use of foreign language brand names (i.e. whether a brand uses a foreign language versus local language brand name) in some of the largest Latin American countries. Design/methodology/approach Hypotheses are tested using 880 brands from 39 product categories and nine Latin American markets using a hierarchical logistic regression. Findings Results...