Juan Miguel Alcantara-Pilar, Iván Manuel Sánchez-Duarte, María Eugenia Rodríguez-López, Shakira Abarkane Abdel-Lah
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The linguistic fetish in multilingual advertising: an audio message translated into seven foreign languages
Language is often used for symbolic purposes in international advertising. Companies make strategic use of foreign language in their advertising campaigns on the basis that the characteristics give...
期刊介绍：
The Journal of Marketing Communications is a double-blind peer-reviewed journal devoted to publishing research papers and information concerning all aspects of marketing and corporate communication, branding both corporate and product-related, and promotion management. It is a channel for discussing issues such customer relationship management, integrated marketing communication, together with behavioural foundations of marketing communications and promotion management. The Journal will also consider papers in internal marketing and in the corporate communications domain.
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