Cleveland, Mark; Laroche, Michel; Papadopoulos, Nicolas - In: Journal of Business Research 68 (2015) 3, pp. 542-552
Language intricately interweaves with culture. Acquiring another language provides the tools for interpreting that culture's values and rules guiding social engagement. Hundreds of millions of consumers are currently learning and using English as a second (or third, etc.) tongue. To what extent...