Building on the Accommodation Theory, the effect of minority language use in advertising on the bilingual consumer market in Catalonia was explored. It was hypothesized that a positive language effect would occur in a way ...

As online advertisers are competing for the limited attention of their audience, online advertisements need to attract as much attention as possible and need to create positive attitudes toward the advertised product and ...

Brands can position themselves as part of a global segment in order to obtain an international character, or they can profit from positive stereotypes of a country by promoting the country-of-origin (COO) of the brand or ...

There have already been some studies exploring the importance of errors in native/non-native speakers of English' e-mails, but the effect of grammatical errors and nationality of the writer on the non-native reader's ...

This study aimed to shed light on Twitter from a corporate communication and a linguistic perspective. The main focus was on the ‘message style framework’ (Cornelissen, 2008), a traditional tool used in strategic communication ...