Add to ORKGThis comprehensive review piece investigates over two decades of research, reflecting on the crucial role of language in international marketing success. In coding and summarizing 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 Behavior; Servicescape and Retailing; Internationalization, Supply Chain and Sales; Bilingualism. We synthesize 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 market...
Awareness of the fact that multilingualism opens doors to new markets and new business opportunities...
Globalization has taken place at a rapid speed over the last half-century. The continuous expansion ...
The application of foreign language in advertising has become/never more common in advertising praxi...
A fast growing number of studies demonstrates that language diversity influences almost all manageme...
A fast growing number of studies demonstrates that language diversity influences almost all manageme...
While the study of advertising discourse is a well-established research area in applied linguistics,...
While the study of advertising discourse is a well-established research area in applied linguistics,...
The growing globalisation and cultural convergence that have been observed during the last decades h...
The additional choice of language in marketing, that follows the proliferation of international comm...
Cultures play a role in business communication and in research. At the example of language in intern...
A fast growing number of studies demonstrates that language diversity influences almost all manageme...
The emergence of global markets has been marked by a parallel emergence of bilingualism. This poses ...
Marketing communication focuses on employing strategies that appeal to its target audience and messa...
This research contributes to the current understanding of language effects in ad-vertising by uncove...
A rapidly growing body of research demonstrates that linguistic diversity influences almost all mana...
Awareness of the fact that multilingualism opens doors to new markets and new business opportunities...
Globalization has taken place at a rapid speed over the last half-century. The continuous expansion ...
The application of foreign language in advertising has become/never more common in advertising praxi...
A fast growing number of studies demonstrates that language diversity influences almost all manageme...
A fast growing number of studies demonstrates that language diversity influences almost all manageme...
While the study of advertising discourse is a well-established research area in applied linguistics,...
While the study of advertising discourse is a well-established research area in applied linguistics,...
The growing globalisation and cultural convergence that have been observed during the last decades h...
The additional choice of language in marketing, that follows the proliferation of international comm...
Cultures play a role in business communication and in research. At the example of language in intern...
A fast growing number of studies demonstrates that language diversity influences almost all manageme...
The emergence of global markets has been marked by a parallel emergence of bilingualism. This poses ...
Marketing communication focuses on employing strategies that appeal to its target audience and messa...
This research contributes to the current understanding of language effects in ad-vertising by uncove...
A rapidly growing body of research demonstrates that linguistic diversity influences almost all mana...
Awareness of the fact that multilingualism opens doors to new markets and new business opportunities...
Globalization has taken place at a rapid speed over the last half-century. The continuous expansion ...
The application of foreign language in advertising has become/never more common in advertising praxi...