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...
| Main Authors: | , , , , , , |
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| Other Authors: | |
| Format: | Journal Article |
| Language: | English |
| Published: |
2023
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| Subjects: | |
| Online Access: | https://hdl.handle.net/10356/170321 |