Rotterdam school of Management, Erasmus University compact logo

This article reports on the outcome of recent study by PhD candidate Bart de Langhe for his thesis 'Contingencies – Learning Numerical and Emotional Associations in an Uncertain World'. He found that the use of foreign languages is unsuitable for emotional branding (creating emotional associations with a product or brand). The thesis defence took place on 10 June 2011.

Participants
  • Bart
    Role: PhD Candidate
    Reference type: Featured
  • Koenen, L.
    Role: General
    Reference type: Journalist
Media Outlets
  • NRC (Newspaper)