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- W3118772657 abstract "Although demographic trends indicate the increasing importance of bilingual consumers, only few studies have examined the usage of code-switched messages in advertising to ethnic bilingual minorities. Besides, these studies focused on the general effects of mixed-language advertising. However, some industries are unique in terms of appropriateness of code-switched messages and require an individual approach. Drawing on Speech Accommodation Theory and the Markedness Model, we have partially addressed this gap by developing three theoretical propositions about the applicability of code-switched advertising to bilingual minorities in the health care sector. Firstly, in the health care industry, code-switched advertising may not be a universally successful advertising approach. Secondly, if such messages are to work in this industry, greater persuasiveness might be attained by switching to the language that conveys more professional credibility with regard to medical care. Thirdly, in case of the majority and minority languages conveying a relatively equal degree of professional credibility, the effect of code-switching might be primarily determined by sociocultural factors. Managerial implications and avenues for future research are provided." @default.
- W3118772657 created "2021-01-18" @default.
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- W3118772657 date "2020-01-01" @default.
- W3118772657 modified "2023-09-27" @default.
- W3118772657 title "Code-Switching in Advertising to Ethnic Bilingual Minorities: The Case of Health Care Services" @default.
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- W3118772657 doi "https://doi.org/10.1007/978-3-030-42545-6_56" @default.
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