A review of two decades of research on language in international and multicultural marketing (1997-2020)

被引：0
|
作者：
Park, Yung-Hwal [1 ]
Lehnert, Kevin [2 ]
机构：
[1] Truman State Univ, Sch Business, 100 E Normal St, Kirksville, MO 63501 USA
[2] Grand Valley State Univ, Seidman Coll Business, 50 Front Ave, Grand Rapids, MI 49504 USA
来源：
INTERNATIONAL JOURNAL OF BUSINESS ENVIRONMENT | 2022年 / 13卷 / 02期
关键词：
literature review; language; marketing; communication; BRAND-NAME TRANSLATION; IN-SERVICE ENCOUNTERS; CODE-SWITCHED ADS; BILINGUAL CONSUMERS; FOREIGN-LANGUAGE; PRODUCT DESCRIPTIONS; PERCEIVED RISK; CHINESE; ENGLISH; IMPACT;
D O I：
暂无
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
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 181 articles, this work highlights how language has impacted international-marketing-related outcomes across 19 specific content areas. Those content areas are then grouped into seven broad research themes relating to language: marketing communications; linguistics; branding; consumer behaviour; servicescape and retailing; internationalisation, supply chain and sales; bilingualism. We synthesise these themes and the common outcomes of the research. From these themes we highlight challenges to the field and explore future research in language in international marketing.
引用
收藏
页码：188 / 211
页数：24
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