Local or Global Image? The Role of Consumers' Local-Global Identity in Code-Switched Ad Effectiveness Among Monolinguals

Local and global brands alike have increasingly used code-switching to enhance advertising persuasion. Although this tactic is widely used, previous studies have focused on bilinguals but not monolinguals. Because of the emerging use of code-switching in advertisements in monolingual markets, more research efforts are required to understand its effectiveness and boundaries among monolinguals. This study investigated whether the consumers' local-global identity plays a moderating role in the effectiveness of code-switched advertisements among monolinguals. The consumers' local-global identity refers to the combination of local and global identities possessed by individuals that affect how they define themselves in relation to the social environment. Study 1 (manipulating consumers' local-global identity) demonstrated that the local-global identity moderated the effect of code-switched advertisements. The results indicated that the congruence between code-switching and the consumers' local-global identity enhanced persuasiveness, and that advertising involvement mediated this effect. Study 2 replicated the findings of Study 1 by using a local-global identity measure. These findings provide implications for branding and advertising strategies.