Language choice in advertising to bilinguals : asymmetric effects for multinationals versus local firms
Year of publication: |
2008
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Authors: | Krishna, Aradhna ; Ahluwalia, Rohini |
Published in: |
Journal of consumer research : JCR ; an interdisciplinary bimonthly. - Oxford : Oxford University Press, ISSN 0093-5301, ZDB-ID 188686-1. - Vol. 35.2008/09, 4, p. 692-705
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Subject: | Multinationales Unternehmen | Transnational corporation | Werbung | Advertising | Mehrsprachigkeit | Multilingualism |
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