Local or global image? The role of consumers' local-global identity in code-switched ad effectiveness among monolinguals
Year of publication: |
October-December 2016
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Authors: | Lin, Ying-Ching ; Wang, Kai-Yu |
Published in: |
Journal of advertising : official publication of the American Academy of Advertising. - Philadelphia, Pa. : Taylor & Francis, ISSN 0091-3367, ZDB-ID 435192-7. - Vol. 45.2016, 4, p. 482-497
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Subject: | Mehrsprachigkeit | Multilingualism | Interkulturelles Marketing | Cross-cultural marketing | Internationales Marketing | International marketing | Werbewirkung | Advertising effects | Experiment | USA | United States | Taiwan |
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