Language choice in advertising to bilinguals: Asymmetric effects for multinationals versus local firms

Journal of Consumer Research

Volumn 35, Issue 4, 2008, Pages 692-705

  Krishna, Aradhna ^a   Ahluwalia, Rohini ^b  

^a UNIVERSITY OF MICHIGAN   (United States)

^b UNIVERSITY OF MINNESOTA   (United States)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 55849143669     PISSN: 00935301     EISSN: None     Source Type: Journal    
DOI: 10.1086/592130     Document Type: Article

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