Flattering me in the right way: exploring language use and ethnic cues in localized advertising among Singaporean consumers

Global brands have been experimenting with localized advertising strategies, such as using local languages, to build rapport with ethnic consumers. This study examines the assumptions of communication accommodation theory and offers new insights. Specifically, in a Singapore context that boasts two...

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Bibliographic Details
Main Authors: Lou, Chen, Zhou, Xuan, Huang, Irene Xun, Goh, Xin Yun, Lee, Yan Jie, Loon, Bryan Kin Tat, Por, Xin Rong
Other Authors: Wee Kim Wee School of Communication and Information
Format: Article
Language:English
Published: 2023
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Online Access:https://hdl.handle.net/10356/170321
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Institution: Nanyang Technological University
Language: English

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