You are what you speak? Globalization, multilingualism, consumer dispositions and consumption

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 does this appropriation of English entail convergence towards the consumption values/behaviors of consumers living in the Anglo world?

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Year of publication:	2015
Authors:	Cleveland, Mark ; Laroche, Michel ; Papadopoulos, Nicolas
Published in:	Journal of Business Research. - Elsevier, ISSN 0148-2963. - Vol. 68.2015, 3, p. 542-552
Publisher:	Elsevier
Subject:	Language \| Bilingualism \| Culture \| Ethnic identity \| Globalization \| English

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Type of publication:	Article
Source:	RePEc - Research Papers in Economics

Persistent link: https://www.econbiz.de/10011193924