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Crossing the cultural divide through bilingual advertising: The moderating role of brand cultural symbolism

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References

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2008Language Choice in Advertising to Bilinguals: Asymmetric Effects for Multinationals versus Local Firms151 cited

2011Exclusionary Reactions to Foreign Cultures: Effects of Simultaneous Exposure to Cultures in Globalized Space141 cited

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2020El uso de la identidad cultural en los anuncios publicitarios para afianzar la relación consumidor-marca.10 cited
2025The Effects of Dialect Wording on Advertisement Recall: How Brands Can Use Dialect Advertising to Deepen Their Connection with Consumers9 cited
2023Luxury brand cultural symbolism: signaling effect on customer well-being8 cited
2023First language as a determinant of implicit and explicit language attitudes: Catalan/Spanish bilinguals’ general language attitudes and response to language choice in a COVID-19 vaccination advertisement3 cited
2024Chinese Brand Narratives in Cross-Cultural Communication1 cited