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| Author: | Chen, J.F. Warden, C.A. Chang, H.T. |
| Title: | Is English a brand: the impact of english language learning on product evaluation |
| Journal: | Journal of Language for International Business
2006 : VOL. 17:1, p. 29-42 |
| Index terms: | Asia IMPORTS languages product marketing students |
| Language: | eng |
| Abstract: | This paper discusses the growing trend of studying English in Asia and its relation to an increased favorable attitude towards products from English speaking countries. However, there is no evidence of people studying English to be more accepting of imported products, vice versa, they intend to be more ethnocentric than those who had not majored in English. These findings indicate that caution when considering English in the global market and emphasizing the significance of localization of products are worthwhile. |
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