Language and advertising effectiveness: code-switching in the Korean marketplace
Author:
Publisher
Informa UK Limited
Subject
Marketing,Communication
Link
https://www.tandfonline.com/doi/pdf/10.1080/02650487.2015.1128869
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1. Enhancing Recall and Recognition for Brand Names and Body Copy: A Mixed-Language Approach
2. The appeal of English in Mexican commerce
3. Conflict, arousal, and curiosity.
4. The Impact of Medium Context on Bilingual Consumers' Responses to Code-Switched Advertising
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