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

p Ghauri, L Salciuviene, R Streder, C De Mattos

Research output: Contribution to journal › Article › peer-review

44 Citations (Scopus)

Original language	English
Pages (from-to)	1037 - 1056
Number of pages	20
Journal	Journal of Marketing Management
Volume	26
Issue number	11-12
Publication status	Published - 2010

Cite this

@article{a0a337eba1b849f38bce4ce0a74fbdc7,

title = "Do brand names in a foreign language lead to different brand perceptions?",

author = "p Ghauri and L Salciuviene and R Streder and {De Mattos}, C",

year = "2010",

language = "English",

volume = "26",

pages = "1037 -- 1056",

journal = "Journal of Marketing Management",

publisher = "Taylor and Francis Ltd.",

number = "11-12",

}