Effects of Spanish vs. English Ads on Bilingual Hispanics: Moderating Role of Language Dominance

Developments in Marketing Science: Proceedings of the Academy of Marketing Science

Volumn , Issue , 2015, Pages 165-173

  Dublish, Sandipa ^a   Seaton, F B ^b   Laskey, H A ^c  

^a FAIRLEIGH DICKINSON UNIVERSITY   (United States)

^b FLORIDA INTERNATIONAL UNIVERSITY   (United States)

^c BLOOMSBURG UNIVERSITY   (United States)

Author keywords

Composite Scale; Dominant Language; Dominant Subject; Language Dominance; Spanish Language

Indexed keywords

EID: 84993001752     PISSN: 23636165     EISSN: 23636173     Source Type: Book Series    
DOI: 10.1007/978-3-319-13084-2_42     Document Type: Chapter

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