From Latin to Kanji: Can We Communicate Similar Brand Impressions Into Different Writing Systems?

Du Latin Vers le Kanji: Peut-on Communiquer des Impressions de Marques Similaires en Utilisant des Systèmes d’Écriture Différents ?

Weixi Kou (), Franck Celhay (), Peiyao Cheng and Mathieu Kacha ()
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Weixi Kou: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine
Franck Celhay: MBS School of Business
Peiyao Cheng: School of Humanities and Social Sciences, Harbin Institute of Technology (Shenzhen)
Mathieu Kacha: CEREFIGE - Centre Européen de Recherche en Economie Financière et Gestion des Entreprises - UL - Université de Lorraine

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Keywords: communication; typography; design; semiotics; brand; typographie; sémiotique; marque (search for similar items in EconPapers)
Date: 2023-05-10
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Published in 39th International Congress of the French Marketing Association, French Marketing Association, May 2023, Vannes, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05034063

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