Date of Award
Croft Institute for International Studies
David Fragoso Gonzalez
As more firms decide to operate globally as a means of survival and growth, they must be prepared to understand the language and culture of their new target markets. This study aims to examine why firms may or may not translate their brand name and use country of origin advertising. Furthermore, this study aims to explain if economic and demographic factors have any effect on whether or not American firms may use certain marketing strategies. Findings in this study suggest that American firms are likely to be more active in Latin American countries with higher GDP PPP per capita, English proficiency levels, literacy rate, percent of the population using the Internet, and equality.
Stewart, Elson, "Brand Translation and Country of Origin Advertising in the Jeans Market in Latin America" (2020). Honors Theses. 1336.
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