Crossing the cultural divide through bilingual advertising: The moderating role of brand cultural symbolism

This research examines the roles of brand cultural symbolism and advertising type (i.e., bilingual vs. host country language) in influencing brand liking among biculturals (people who equally identify with two distinct cultures). Across four experiments, we show that a brand's cultural symbolis...

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Veröffentlicht in:	International journal of research in marketing 2015-12, Vol.32 (4), p.354-362
Hauptverfasser:	Kubat, Umut, Swaminathan, Vanitha
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising Biculturals Bilingual advertising Bilingualism Brand identification Cultural identity Culturally symbolic brands Identity integration Studies
Online-Zugang:	Volltext
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