In reclames voor producten wordt vaak gebruik gemaakt van regionale accenten. Dit gebeurt ook steeds vaker bij reclames voor diensten. Er is echter nog maar weinig onderzoek gedaan naar de evaluatie van accentgebruik in ...

Organizations can decide to use narratives in their corporate communication. Narratives are found to have a persuasive effect which can enhance the corporate reputation of an organization and consumers’ purchase intention. ...

How the sender of a message is perceived and evaluated by the receiver is affected by both the degree of politeness in the message and the anticipated communication behaviour of the sender. Despite the ever increasing ...

In dit onderzoek is er getoetst of er een verschil in attitudes bestaat ten opzichte van Engelse en Nederlandse functiebenamingen en ten opzichte van Engelse en Franse leenwoorden tussen Nederlanders en Vlamingen. Aan ...

De internationale gemeenschap groeit steeds meer naar elkaar toe, en de invloed van het Engels neemt toe. Engelse leenwoorden worden in steeds meer landen gebruikt en het gebruik van Engels wordt geassocieerd met status ...

Multinationals can either adapt their communications to the language of the country they are operating in (localization) or use the same language for every country (globalization). However, there is a third option: ...

This study compared the effects of implicit and explicit COO strategies. An experiment was conducted in which participants were presented with three advertisements using the same COO strategy, but each promoting a product ...

International marketing researchers attach increasing importance to seeking an understanding on how consumers perceive and evaluate products from their own country as opposed to products from foreign countries. Country-of-origin ...

In a world that becomes more global and internationally oriented, effective marketing strategies become increasingly important. One example of such a strategy is the use of country of origin markers. This strategy makes ...

This study explored differences in the effectiveness of the use Dutch and English swear words in beer advertisements (ads) targeted at young Dutch audiences. The experiment had a mixed design with two levels of the ...