Crossing the cultural divide through bilingual advertising: The moderating role of brand cultural symbolism
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DOI: 10.1016/j.ijresmar.2015.04.003
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Cited by:
- Helene Tenzer & Siri Terjesen & Anne-Wil Harzing, 2017.
"Language in International Business: A Review and Agenda for Future Research,"
Management International Review, Springer, vol. 57(6), pages 815-854, December.
- Tenzer, Helene & Terjesen, Siri & Harzing, Anne-Wil, 2017. "Language in international business : A review and agenda for future research," Other publications TiSEM 8afd108a-9666-4fbb-934f-6, Tilburg University, School of Economics and Management.
- Vanitha Swaminathan, 2016. "Branding in the digital era: new directions for research on customer-based brand equity," AMS Review, Springer;Academy of Marketing Science, vol. 6(1), pages 33-38, June.
- Margarita De-Miguel-Guzmán & Carlos Ronquillo-Bolaños & Alexander Sánchez-Rodríguez & Gelmar García-Vidal & Reyner Pérez-Campdesuñer & Rodobaldo Martínez-Vivar, 2020. "Analysis of the Effectiveness of Advertising Messages. Comparison by Media, Typology, and Schedule of Advertisements," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 32(1), pages 27-46.
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Keywords
Biculturals; Bilingual advertising; Culturally symbolic brands; Identity integration;All these keywords.
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