Crossing the cultural divide through bilingual advertising : the moderating role of brand cultural symbolism
Year of publication: |
2015
|
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Authors: | Kubat, Umut ; Swaminathan, Vanitha |
Published in: |
International journal of research in marketing : IJRM ; official journal of the European Marketing Academy. - Amsterdam : Elsevier, ISSN 0167-8116, ZDB-ID 622691-7. - Vol. 32.2015, 4, p. 354-362
|
Subject: | Biculturals | Bilingual advertising | Culturally symbolic brands | Identity integration | Werbung | Advertising | Markenführung | Brand management | Kulturelle Identität | Cultural identity | Konsumentenverhalten | Consumer behaviour | Internationales Marketing | International marketing | Markenimage | Brand image | Werbewirkung | Advertising effects | Mehrsprachigkeit | Multilingualism |
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