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 proceedingChapter

Original languageEnglish
Title of host publicationMulticultural Perspectives in Customer Behaviour
EditorsMaria G. Piacentini, Charles C. Cui
Place of PublicationLondon
PublisherRoutledge
Pages45-64
Number of pages20
ISBN (Electronic)9781135744083
ISBN (Print)9781138008922
Publication statusPublished - 18 Jun 2012
Externally publishedYes

Publication series

NameKey Issues in Marketing Management

Cite this

Salciuviene, L., Ghauri, P. N., Streder, R. S., & De Mattos, C. (2012). Do brand names in a foreign language lead to different brand perceptions? In M. G. Piacentini, & C. C. Cui (Eds.), Multicultural Perspectives in Customer Behaviour (pp. 45-64). (Key Issues in Marketing Management). London: Routledge.