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The Language people speak influences their cognition and perception. Consequently, differences in the language of consumers can lead to disparities in consumer behaviour. Distinctions in the language of consumers also affect how consumers perceive brands and can influence their attitude towards brand names. Therefore, also grammatical differences between languages, like the capitalization of the initial letter of a word, can lead to disparities in word processing. Results with subjects from a language that capitalizes initial letters and a language that does not, suggests that brand liking could be affected by capitalization but that other cultural differences may be more influential.