General language use, language proficiency and language attitudes as predictors of consumer response to the use of Spanish and English in advertising in Chile and Mexico

Autor: Hooft, A.P.J.V. van, Meurs, F. van, Braaf, Q., Waiguny, M.K.J., Rosengren, S.

Publikováno v: Waiguny, M.; Eisend, M. (ed.), Proceedings of Designing Experiences. The 18th International Conference on Research in Advertising (ICORIA), European Advertising Academy. Kerms (Austria) : European Advertising Academy
Waiguny, M.; Eisend, M. (ed.), Proceedings of Designing Experiences. The 18th International Conference on Research in Advertising (ICORIA), European Advertising Academy
Waiguny, M.K.J.; Rosengren, S. (ed.), Proceedings of the 18th International Conference on Research in Advertising, pp. 77-89
Waiguny, M.K.J.; Rosengren, S. (ed.), Proceedings of the 18th International Conference on Research in Advertising, 77-89. Wiesbaden : Springer Gabler
STARTPAGE=77;ENDPAGE=89;TITLE=Waiguny, M.K.J.; Rosengren, S. (ed.), Proceedings of the 18th International Conference on Research in Advertising

Item does not contain fulltext There are indications in the literature that consumers’ response to ads in their mother tongue and English as a foreign language may be influenced by their general language use, language proficiency and language attit

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=dedup_wf_001::815956bd7056b44261c00d787c9b8c41
http://hdl.handle.net/2066/209013