Browsing by Subject "Fremdsprache"

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    The impact of multilingual product information on consumer evaluations : an assessment of basic effects, boundary conditions, and drivers
    (2021) Schwenk, Johanna; Hüttl-Maack, Verena
    1 Introduction 2 State-of-the-art picture of foreign language research in international marketing: An overview identifying future research in the area of foreign language cues 3 First study: “Effects of multilingual product packaging on product attitude, perceived quality, and taste perceptions” 4 Second study: “Multilingual product information: What consumers infer from additional information in a foreign language and how it affects consumer evaluations” 5 Third study: “Adding value to local brands through foreign language cues” 6 Discussion and conclusion 7 Full list of references