Culture as a research bias factor in bilingual markets.

• Main Authors: Lee, Kin Man., Ong, Randall Choon Poh.
• Other Authors: Marshall, Roger
• Format: Theses and Dissertations
• Language: English
• Published: 2008
• Subjects: DRNTU::Business::Marketing::Research
• Online Access: http://hdl.handle.net/10356/7417
• Institution: Nanyang Technological University

The emergence of global markets has been marked by a parallel emergence of bilingualism. This poses a growing dilemma concerning the language in which marketing communications should be framed, as it seems likely that the use of a language could form a trigger that places a message recipient in a ce...