Acknowledgements -- Why brand language matters -- Brand language fundamentals -- The brand story -- The brand language brief -- The language of brand names -- The language of advertising claims -- The language of packaging -- The language of online and offline customer-brand interactions --...

This paper describes a model of acculturation for classifying minority consumers into distinct categories depending on their attitudes and behaviors toward their minority culture and toward the majority culture. These categories are assimilation, segregation, and integration. The model differs...

Code switching, the use of mixed-language expressions, is gaining prominence in advertising targeting linguistic minorities. Two studies investigate the existence of linguistic rules governing the use of code switching and identify situations in which those rules have a greater impact on...

Purpose: The marketing literature on service conversation in dyadic services has elaborated two approaches. An advisory approach involves providers giving customers expert advice on how to advance difficult projects. By contrast, a relational approach involves providers exchanging social...

Purpose – The purpose of this paper is to investigate the relative effectiveness of the second-person pronoun perspective within a brand name (as in “You”Tube) and the first-person pronoun perspective (as in “i”Phone). Design/methodology/approach – Drawing on prior research on...

Purpose – The paper's aim is to explore consumer perceptions of marketing and test the malleability of those perceptions. Design/methodology/approach – Study 1 is exploratory in nature, and employs a free-response sentence completion to, “marketing is […]”. Study 2 employs an...

Purpose – To examine how people from countries that vary in uncertainty avoidance (UA) use information about product uncertainty when evaluating products. Design/methodology/approach – Two studies were conducted that vary in methodology, sampling and analysis. First, an experiment was...