Language Choice in Advertising to Bilinguals: Asymmetric Effects for Multinationals versus Local Firms
Authors:
- Aradhna KrishnaAKAradhna Krishna
- Rohini AhluwaliaRARohini Ahluwalia
- 1 December 2008
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 35 (4) , 692-705
Abstract
We examine the role of language choice in advertising to bilinguals in global markets. Our results reveal the existence of asymmetric language effectKeywords
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