Lost in [Visual] Translation? Bilingual Typography and International Brand Consistency

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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Date: 2024-09-26
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Published in 2024 Association for Consumer Research Annual Conference, Sep 2024, Paris, France

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