Allan K.K. Chan
List of John Benjamins publications for which Allan K.K. Chan plays a role.
Article
2005 The role of language and culture in marketing communication: A study of Chinese brand names Asian Business Discourse(s) Part I, Bargiela, Francesca (ed.), pp. 257–285 | Miscellaneous
Brand naming is a crucial component in marketing communication. Chinese brand naming differs greatly from naming in Western communities. Both linguistic and cultural aspects play an important role in Chinese brand naming. This paper reports our analysis of 5,089 Chinese brand names from 21 product… read more