Do brand names in a foreign language lead to different brand perceptions?

Laura Salciuviene, Pervez N. Ghauri, Ruth Salomea Streder, Claudio De Mattos

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

Original languageEnglish
Title of host publicationMulticultural Perspectives in Customer Behaviour
EditorsMaria G. Piacentini, Charles C. Cui
Place of PublicationLondon
Number of pages20
ISBN (Electronic)9781135744083
ISBN (Print)9781138008922
Publication statusPublished - 18 Jun 2012
Externally publishedYes

Publication series

NameKey Issues in Marketing Management

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