Advertising in a foreign language or the consumers' native language?
Year of publication: |
January-February 2018
|
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Authors: | Nederstigt, Ulrike ; Hilberink-Schulpen, Béryl |
Published in: |
Journal of international consumer marketing. - Philadelphia, Pa. : Taylor & Francis Group, ISSN 0896-1530, ZDB-ID 1080285-X. - Vol. 30.2018, 1, p. 2-13
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Subject: | Attitude | congruence | effectiveness | foreign language | native advertisement | print advertising | Sprache | Language | Werbung | Advertising | Werbewirkung | Advertising effects | Printwerbung | Print advertising | Fremdsprache | Foreign language | Konsumentenverhalten | Consumer behaviour | Online-Marketing | Internet marketing | Mehrsprachigkeit | Multilingualism |
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