Foreign Languages in Advertising as Implicit Country-of-Origin Cues: Mechanism, Associations, and Effectiveness. Issue 2 (15th March 2017)

• Record Type: Journal Article
• Authors: Hornikx, Jos; van Meurs, Frank
• Is Part Of: Journal of international consumer marketing. Volume 29:Issue 2(2017)
• Page Start: 60
• Page End: 73
• Publication Date: 2017-03-15
• Subjects: Foreign consumer culture positioning -- foreign languages -- associations -- advertising -- country-of-origin; Marketing research -- Periodicals; Foreign trade promotion -- Periodicals; 658.8405
• DOI: 10.1080/08961530.2016.1243996
• Languages: English
• ISSNs: 0896-1530

Abstract

ABSTRACT : Brands can position themselves as belonging to a foreign culture by using foreign languages (FLs) in advertising. FLs in ads have been suggested to be implicit country-of-origin (COO) cues. This paper examines the expectations that FLs operate through the COO effect (Study 1), and that they evoke associations (Study 2) and generate persuasive effects (Study 3) similar to COO mentions. The findings of the studies, employing different language slogans for different products, lend support to these expectations. Thus, FLs in advertising derive their effectiveness from the COO effect, and practitioners can use them to benefit from this effect.