Language choice in advertising to bilinguals asymmetric effects for multinationals versus local firms.

Language choice in advertising to bilinguals asymmetric effects for multinationals versus local firms.

Bibliographische Detailangaben
Veröffentlicht in:Journal of consumer research V. 35, 1-4 (2008).
1. Verfasser: Krishna, Aradhna
Format: Artikel
Sprache:English
Schlagworte:
Bilingualism.
Multinational corporations.
Product choice.
Advertisements.