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Language Choice in Advertising to Bilinguals: Asymmetric Effects for Multinationals versus Local Firms

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  • Aradhna Krishna
  • Rohini Ahluwalia

Abstract

We examine the role of language choice in advertising to bilinguals in global markets. Our results reveal the existence of asymmetric language effects for multinational corporations (MNCs) versus local firms when operating in a foreign domain, such that the choice of advertising language affects advertising effectiveness for MNCs but not local companies. Also, different language formats (e.g., the local language vs. English or a mix of the two languages) are shown to vary in their advertising effectiveness for different types of products (luxuries vs. necessities). Our results indicate that language choice for advertisements is an important decision for MNCs. Also, MNCs cannot mimic local companies in their choice of advertising language. (c) 2008 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Aradhna Krishna & Rohini Ahluwalia, 2008. "Language Choice in Advertising to Bilinguals: Asymmetric Effects for Multinationals versus Local Firms," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 35(4), pages 692-705, August.
    • Handle: RePEc:oup:jconrs:v:35:y:2008:i:4:p:692-705
    DOI: 10.1086/592130
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    Cited by:

    1. Das, Manish & Jebarajakirthy, Dr Charles, 2020. "Impact of acculturation to western culture (AWC) on western fashion luxury consumption among Gen-Y consumers in the Asia-Pacific region," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    2. Huda Khan & Richard Lee, 2020. "A sociolinguistic perspective of the effects of packaging in bilingual markets," Journal of Brand Management, Palgrave Macmillan, vol. 27(2), pages 130-142, March.
    3. Wu, Laurie & Shen, Han & Fan, Alei & Mattila, Anna S., 2017. "The impact of language style on consumers′ reactions to online reviews," Tourism Management, Elsevier, vol. 59(C), pages 590-596.
    4. Katherine Clegg Smith & K. Welding & C. Kleb & C. Washington & J. Cohen, 2018. "English on cigarette packs from six non-Anglophone low- and middle-income countries," International Journal of Public Health, Springer;Swiss School of Public Health (SSPH+), vol. 63(9), pages 1071-1079, December.
    5. Muravyev, Alexander & Talavera, Oleksandr, 2016. "Can state language policies distort students’ demand for education?," Journal of Comparative Economics, Elsevier, vol. 44(2), pages 383-399.
    6. Smith, Leah Warfield & Rose, Randall L., 2020. "Service with a smiley face: Emojional contagion in digitally mediated relationships," International Journal of Research in Marketing, Elsevier, vol. 37(2), pages 301-319.
    7. Djavlonbek Kadirov & Ahmet Bardakcı & Murat Kantar, 2018. "The impact of linguistic proximity and diglossia on brand name and slogan extension tendencies in the Turkish, Russian and Arabic contexts," Journal of Brand Management, Palgrave Macmillan, vol. 25(2), pages 147-159, March.
    8. Kubat, Umut & Swaminathan, Vanitha, 2015. "Crossing the cultural divide through bilingual advertising: The moderating role of brand cultural symbolism," International Journal of Research in Marketing, Elsevier, vol. 32(4), pages 354-362.
    9. Alexander Muravyev & Oleksandr Talavera, 2010. "Can State Language Policies Distort Students' Demand for Higher Education?," University of East Anglia Applied and Financial Economics Working Paper Series 023, School of Economics, University of East Anglia, Norwich, UK..
    10. Li, Qian & Huang, Zhuowei (Joy) & Christianson, Kiel, 2016. "Visual attention toward tourism photographs with text: An eye-tracking study," Tourism Management, Elsevier, vol. 54(C), pages 243-258.
    11. Jos Hornikx & Frank Meurs & Helene Tenzer, 2024. "Foreign languages in advertising: Theoretical implications for language-related IB research," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 55(2), pages 270-279, March.
    12. Holmqvist, Jonas & Van Vaerenbergh, Yves & Lunardo, Renaud & Dahlén, Micael, 2019. "The Language Backfire Effect: How Frontline Employees Decrease Customer Satisfaction through Language Use," Journal of Retailing, Elsevier, vol. 95(2), pages 115-129.
    13. Yoganathan, Vignesh & Osburg, Victoria-Sophie & Akhtar, Pervaiz, 2019. "Sensory stimulation for sensible consumption: Multisensory marketing for e-tailing of ethical brands," Journal of Business Research, Elsevier, vol. 96(C), pages 386-396.
    14. Alvarez, Cecilia M.O. & Miniard, Paul W. & Jaccard, James, 2017. "How Hispanic bilinguals' cultural stereotypes shape advertising persuasiveness," Journal of Business Research, Elsevier, vol. 75(C), pages 29-36.
    15. Sundar, Aparna & Dinsmore, John B. & Paik, Sung-Hee Wendy & Kardes, Frank R., 2017. "Metaphorical communication, self-presentation, and consumer inference in service encounters," Journal of Business Research, Elsevier, vol. 72(C), pages 136-146.
    16. Chen, Feier & Liu, Stephanie Q. & Mattila, Anna S., 2020. "Bragging and humblebragging in online reviews," Annals of Tourism Research, Elsevier, vol. 80(C).

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