Linguistics and marketing: The effect of foreign languages in advertising messages
In international advertising, foreign languages often serve symbolic purposes, each associated with distinct characteristics. This study explores whether recognizing the language in advertising messages influences the perceived image and Word-of-Mouth (WOM) for the company. Utilizing a between-subje...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
| Published: |
University of the Algarve - ESGHT - CIEO
2024-01-01
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| Series: | Tourism & Management Studies |
| Subjects: | |
| Online Access: | https://www.tmstudies.net/index.php/ectms/article/view/2080 |
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