Cultural and language effects on Chinese bilinguals' and Canadians' responses to advertising
Roy ToffoliUniversity of Quebec in Montreal
and
Michel LarocheConcordia University, Montreal
Objectives of the study
A great deal of research has been carried out on the various brand persuasion processes that occur within a particular culture, most notably the American culture. However, there is still relatively little theoretical and empirical work that has been done in the crosscultural advertising context. With the increasing globalisation of business, more work needs to be done on examining how consumers from different cultures perceive and react to different communication factors....