Fake news has led to a polarized society as evidenced by diametrically opposed
perceptions of and reactions to global events such as the Coronavirus Disease 2019 …

A great deal of research has investigated how various aspects of ethnic identity influence
consumer behavior, yet this literature is fragmented. The objective of this article was to …

Purpose The common market practice by foreign marketers is to sell their brands in standard
or localised packaging or sometimes both in the context of Pakistan. By examining the …

Rеcognizing thе pivotal role of languagе in product packaging as a catalyst for stimulating
tourists' purchasing motivation, tourism еntеrprisеs arе incrеasingly attеntivе to this …

多语言包装策略被广泛应用于促进旅游商品的销售. 然而, 现有研究仅从消费者感知视角出发,
难以揭示多语言线索的复杂效应. 本研究基于选择通达模型, 主要探讨(1) 多语言包装策略导致 …

As a key marketing tool, product packaging language can convey information to consumers,
and it is even essential for multinational corporations to establish and promote the brand …

This comprehensive review piece investigates over two decades of research, reflecting on
the crucial role of language in international marketing success. In coding and summarising …

Abstract According to William Raspberry “Good English, well-spoken and written, will open
more doors than a college degree. Bad English will slam doors you didn't even know …

This research examines the impact of an ethnic congruity motive on Hispanic customers'
service satisfaction via the mediating role of sense of power during the service encounter …

Aim: This paper examines bilinguals' retention of a television (TV) advertisement in their
second language (L2) to test whether L2 competence, liking for the advertisement, and …