Corpus ID: 169891943

Language Choice in Advertising: The Response of Polish Consumers to Polish, English and Mixed-Language Advertisements for Luxury and Necessity Products.

@inproceedings{Perzyna2017LanguageCI,
  title={Language Choice in Advertising: The Response of Polish Consumers to Polish, English and Mixed-Language Advertisements for Luxury and Necessity Products.},
  author={N. E. Perzyna},
  year={2017}
}
  • N. E. Perzyna
  • Published 2017
  • Sociology
  • Language choice in advertising is of great importance for Multinational Corporations (MNCs) since it can influence the consumers’ attitude toward the advertisement, the attitude toward the product (Krishna & Ahluwalia, 2008) and their intention to buy the product (Buzzell, 1968; Van Hooft, Van Meurs & Spierts, 2016). However, little research has been done on this topic in Eastern-European countries, and especially in Poland (but see: Planken, Van Meurs & Radlinska, 2010). Besides, very few… CONTINUE READING

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