The Best of Both Worlds.

Abstract

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: glocalizing. When using this approach, both the local language and a global language are used. This study aimed to answer the following research question: In terms of language use, is it best for advertisers to use a standardized, localized or mixed approach, when advertising for high- and low-involvement products in Vietnam? This study made use of a 3x2 mixed-subject experimental design. The attitude towards the product, towards the text and the purchase intention were measured, as well as the attitude towards the English language and the proficiency in English. The results indicate that, choosing a glocal approach is the best option when advertising in Vietnam to a young and fairly proficient target group w! ith a pos itive language attitude.