The Best of Both Worlds.
Keywords
Loading...
Authors
Issue Date
2015-07-09
Language
en
Document type
Journal Title
Journal ISSN
Volume Title
Publisher
Title
ISSN
Volume
Issue
Startpage
Endpage
DOI
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.
Description
Citation
Supervisor
Faculty
Faculteit der Letteren