Language Choice in Advertising: The Response of Polish Consumers to Polish, English and Mixed-Language Advertisements for Luxury and Necessity Products.
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2017-08-31
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en
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Language choice in advertising is of great importance for Multinational Corporations (MNCs) since it can influence the consumers’ attitude toward the advertisement, the attitude toward the product (Krishna & Ahluwalia, 2008) and their intention to buy the product (Buzzell, 1968; Van Hooft, Van Meurs & Spierts, 2016). However, little research has been done on this topic in Eastern-European countries, and especially in Poland (but see: Planken, Van Meurs & Radlinska, 2010). Besides, very few studies investigated language choice in ads advertising different product categories (but see: Krishna & Ahluwalia, 2008; Van Hooft et al., 2016). Therefore, the present study investigated to what extent language choice in ads advertising luxury versus necessity products influences Polish consumers’ attitude toward the ad, attitude toward the product and intention to buy the product.
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