The Effects of Native, Foreign-Accented and Foreign Slogans in Radio Commercials.

dc.contributor.advisorMeurs, W.F.J. van
dc.contributor.advisorHendriks, B.C.
dc.contributor.authorBrouwers, L.J.C.
dc.description.abstractIn commercials, foreign language slogans and foreign-accented slogans are often employed to associate a product with favourable aspects of a Country of Origin (COO). When a customer evaluates the COO positively, the product originating from that country would be evaluated more positively as well. Until now, the effects of using foreign, foreign-accented or native language slogans have never been compared. Therefore, the aim of this study was to examine the differences in effect of the use of native, foreign-accented and foreign slogans on the attitudes towards the commercial, slogan, product and purchase intention. Keywords: Foreign Language Slogans; Foreign-Accented Slogans; Country of Origin; Radio Commercials; Congruence; International Advertisingen_US
dc.thesis.facultyFaculteit der Letterenen_US
dc.thesis.specialisationInternational Business Communicationen_US
dc.thesis.studyprogrammeMaster Communicatie- en informatiewetenschappenen_US
dc.titleThe Effects of Native, Foreign-Accented and Foreign Slogans in Radio Commercials.en_US
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