Viswanathan, Madhu; Torelli, Carlos; Yoon, Sukki; … - In: Journal of Consumer Marketing 27 (2010) 6, pp. 524-533
Purpose – This paper aims to study English as second language (ESL) consumers in the USA. The authors seek to focus on consumers who are literate in their native country, yet akin to fish out of water due to language difficulties and unfamiliarity with the marketplace....