Creating an effective code-switched ad for monolinguals : the influence of brand origin and foreign language familiarity
Ying-Ching Lin, Kai-Yu Wang and Jun-Yi Hsieh
| Year of publication: |
2017
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| Authors: | Lin, Ying-Ching ; Wang, Kai-Yu ; Hsieh, Jun-Yi |
| Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 36.2017, 4, p. 613-631
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| Subject: | code-switching | brand origin | foreign language familiarity | ad effectiveness | Sprache | Language | Markenimage | Brand image | Fremdsprache | Foreign language | Herkunftsbezeichnung | Designation of origin | Markenartikel | Brand | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Ursprungsregeln | Rules of origin | Mehrsprachigkeit | Multilingualism |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2016.1195054 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011849206