Foreign languages in advertising: Theoretical implications for language-related IB research
Hornikx, Jos, van Meurs, Frank, Tenzer, Helene
Journal of International Business Studies · 2024 · Volume 55 · Issue 2
DOI: 10.1057/s41267-023-00639-6
Abstract
Given the multilingual nature of global business, language influences international business (IB) in almost all areas. IB scholars have studied the complex
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