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Language choice in advertising for multinational corporations and local firms : a reinquiry focusing on monolinguals
Lin, Ying-Ching
;
Wang, Kai-Yu
- In:
Journal of advertising : official publication of the …
45
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2016
)
1
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pp. 43-52
Persistent link: https://www.econbiz.de/10011453858
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Creating an effective code-switched ad for monolinguals : the influence of brand origin and foreign language familiarity
Lin, Ying-Ching
;
Wang, Kai-Yu
;
Hsieh, Jun-Yi
- In:
International journal of advertising : the quarterly …
36
(
2017
)
4
,
pp. 613-631
Persistent link: https://www.econbiz.de/10011849206
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