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- W2077087032 abstract "International advertisers often wonder whether to adapt their copy to each country they operate in or to globally standardize their message, especially in non-Anglophone markets. While the current business lingua franca is English, how easily can it be introduced into advertising without alienating consumers, and would a simpler English message work better? Does the culture of a brand also influence the impact of English use in non-Anglophone markets? This research examines the interaction between language choice and brand culture in a non-Anglophone market. Specifically, the studies review the value of Globish, a non-cultural form of English. The results suggest that using standardized English copy has relevance in non-Anglophone countries for global brands, but that Globish can also be useful for local brands seeking to upgrade their value in a local market. Globish is shown to be an interesting alternative option in adapting or standardizing advertising strategies. Managerial implications close the paper." @default.
- W2077087032 created "2016-06-24" @default.
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- W2077087032 date "2014-04-01" @default.
- W2077087032 modified "2023-10-03" @default.
- W2077087032 title "Adapted or standardized copy: Is non-cultural English the answer?" @default.
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- W2077087032 doi "https://doi.org/10.1016/j.jbusres.2013.03.029" @default.
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