Liu, Shixiong; Wen, Xiaoshan; Wei, Lina; Zhao, Weihong - In: Journal of Business Research 66 (2013) 12, pp. 2383-2389
Advertising persuasion may differ based on different languages and/or dialects. Using Chinese samples, this study experimentally tests how a spokesperson's accents (standard Mandarin accent and local Cantonese accent) influence advertising persuasion across different product involvements (high-...