Culture as a research bias factor in bilingual markets.
The emergence of global markets has been marked by a parallel emergence of bilingualism. This poses a growing dilemma concerning the language in which marketing communications should be framed, as it seems likely that the use of a language could form a trigger that places a message recipient in a ce...
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| Main Authors: | , |
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| 其他作者: | |
| 格式: | Theses and Dissertations |
| 語言: | English |
| 出版: |
2008
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| 主題: | |
| 在線閱讀: | http://hdl.handle.net/10356/7417 |
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