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Bilingual consumers' response to the use of Catalan and Spanish in advertising in Catalonia

Autor: Hooft, A.P.J.V. van, Meurs, F. van, Mierlo, I. van, Bigné, E., Eisend, M.

Publikováno v: European Advertising Academy, 177-189. Wiesbaden : Springer Fachmedien Wiesbaden GmbH
STARTPAGE=177;ENDPAGE=189;TITLE=European Advertising Academy
Bigné, E.; Eisend, M. (ed.), Advances in Advertising Research X. Multiple touchpoints in Brand communication, pp. 177-189
European Advertising Academy ISBN: 9783658248772

Catalonia is an autonomous region of Spain with 7,538,813 inhabitants (Generalitat de Catalunya / Institut d’Estadistica de Catalunya, 2018a), in which both the Catalan and Spanish language are used and are officially recognized by law. Catalonian

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::1d681fe01b6e4d35cf33b97d9affc5b8
http://hdl.handle.net/2066/208971

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In Arabic, English or a mix? Egyptian consumers’ response to language choice in product advertisements, and the role of language attitudes

Autor: Hooft, A.P.J.V. van, Meurs, F. van, Spierts, D., Eisend, M., Zabkar, V.

Publikováno v: Eisend, M.; Zabkar, V. (ed.), Advances in advertising research VIII. Challenges in an age of dis-engagement, pp. 139-153
Advances in Advertising Research VIII ISBN: 9783658187309
Advances in Advertising Research ; VIII, 139-153. Wiesbaden : Springer Gabler
STARTPAGE=139;ENDPAGE=153;TITLE=Advances in Advertising Research ; VIII

English is used extensively in advertising in countries where it is not an official language (Gerritsen et al., 2007; Piller, 2003). One of the reasons advertisers use English is the assumption that this language has a symbolic value for consumers (K

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::407ee916c92259cab357d8cf64e737b6
https://doi.org/10.1007/978-3-658-18731-6_11

I love you just the way you are: When Large Degrees of Logo Change Hurt Information Processing and Brand Evaluation

Autor: Grinsven, B. van, Das, E., Verlegh, P., Voorveld, H., Eisend, M.

Publikováno v: Advances in Advertising Research ; 6, 379-394. Wiesbaden : Springer Gabler
STARTPAGE=379;ENDPAGE=394;TITLE=Advances in Advertising Research ; 6
Advances in Advertising Research (Vol. VI) ISBN: 9783658105570
Verlegh, P.; Voorveld, H.; Eisend, M. (ed.), Advances in Advertising Research (Vol VI). The Digital, The Classic, The Subtle and The Alternative, pp. 379-394

To keep up with rapidly changing market conditions, revitalizing a brand through an adjustment of brand logos is a natural and necessary element of brand management (Muzellec & Lambkin, 2006; Aaker, 1991; Kapferer, 1998). On average, one in fifty com

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::547cfdf2975f5b1ff65c05907ce66cd2
https://doi.org/10.1007/978-3-658-10558-7_29