Crossing the cultural divide through bilingual advertising: The moderating role of brand cultural symbolism
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- 作者：Umut Kubata ; 1 ; ukubat@gmail.com" class="auth_mail" title="E-mail the corresponding author ; Vanitha Swaminathanb ; vanitha@katz.pitt.edu" class="auth_mail" title="E-mail the corresponding author
- 关键词：Biculturals ; Bilingual advertising ; Culturally symbolic brands ; Identity integration
- 刊名：International Journal of Research in Marketing
- 出版年：2015
- 出版时间：December 2015
- 年：2015
- 卷：32
- 期：4
- 页码：354-362
- 全文大小：432 K
文摘
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Brand cultural symbolism and advertising language influence brand liking among biculturals.
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For brands that have high cultural symbolism, English-only ads are as appealing as bilingual ads.
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Less culturally symbolic brands can appeal to biculturals via bilingual advertising.
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Bicultural identity integration (BII) mediates the effects of brand cultural symbolism and ad language.
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Among biculturals with high levels of BII, bilingual advertising elicits higher brand liking, for less symbolic brands.