Foreign languages in advertising: Theoretical implications for language-related IB research

Hornikx, J.M.A.; Meurs, Frank van; Tenzer, Helene

doi:10.1057/s41267-023-00639-6

Cited by 6 publications

(3 citation statements)

References 53 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Language is defined as a collection of elements consisting of words, grammatical rules and narrative styles, serving as a medium of communication (Hornikx et al, 2013;Imai et al, 2016). Languages are comprised of many features, such as intonation and structures (Clark et al, 2020), which significantly affect speakers' cognition and how they perceive reality (Berman et al, 2022;Hornikx et al, 2023;Liang et al, 2018). Thus, linguistic features and structures play a pivotal role in shaping speakers' understanding of their surrounding reality (mental representation) and impact speakers' decisions about present and future events (Berman et al, 2022;P erez and Tavits, 2017).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

See 1 more Smart Citation

What induces corporations to engage in controversial marketing and environmental practices? A linguistic perspective

Rahman

2024

IMR

View full text Add to dashboard Cite

PurposeLinguists classify the world’s languages into two types: futured and futureless. Futured languages (e.g. French) require speakers to grammatically mark future events, a construction that is optional in futureless languages such as German. This treatise examines whether the grammatical structure of the predominant language in a given country explains firms’ propensity to engage in controversial marketing and environmental management practices. This is expected to happen because a speaker’s future time perspective and temporal discounting vary depending on the type of language used.Design/methodology/approachThe sample period for this research was from 2001 to 2020. The sample of the study consists of 5,275 firms representing 47 countries. The sample is comprised of firms from 29 countries where the predominant language is a strong future time reference (FTR) language and 18 countries with a weak-FTR language. The maximum number of firm-country-year observations of the study was 39,956. This study employed multi-level mixed effects modelling as well as other relevant estimation techniques such as random effect panel regression, ordinary least square regression and two-stage least square regression.FindingsThis research empirically demonstrates that firms based in countries where the predominant language requires speakers to grammatically differentiate between the present and the future – known as strong-FTR or futured languages – engage more often in controversial marketing- and environment-related practices than those located in countries where the predominant language does not necessarily require grammatical differentiation between the present and the future (known as weak-FTR or futureless languages).Practical implicationsThe findings are important for managers of firms with foreign subsidiary operations: top management teams of such firms need to be aware that their foreign subsidiaries’ propensity to engage in controversial marketing and environmental management practices varies depending on the predominant language those subsidiaries use. Also, firms located in countries with weak-FTR languages need to be more rigorous in their selection process when considering forming a joint venture or acquiring a firm in countries with strong-FTR languages.Originality/valueThe current research enriches the burgeoning body of literature on the effect of language on corporate decision-making. It extends the body of knowledge on the impact of language structure on firms’ inclination to engage in controversial marketing and environmental management practices.

show abstract

Section: Theoretical Backgroundmentioning

confidence: 99%

“…, 2020), which significantly affect speakers’ cognition and how they perceive reality (Berman et al. , 2022; Hornikx et al. , 2023; Liang et al.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

What induces corporations to engage in controversial marketing and environmental practices? A linguistic perspective

Rahman

2024

IMR

View full text Add to dashboard Cite

show abstract

“…Moreover, the influence of language on recognition varies from the type of advertisement. Research regarding foreign language usage in advertising classifies the linguistic effects perceived by consumers into three categories: symbolic impact, cognitive processing and accommodation strategies (Hornikx et al, 2023). Audience's ability to recognize a brand is linked to its symbolic impact, whereas brand recall is more associated with the cognitive processing stage.…”

Section: Foreign Language Displaymentioning

confidence: 99%

The effects of different billboard advertisement language on TV sports audiences’ recognition, recall and search intention of the sponsor signage

Xu,

Cao,

Matsuoka

2024

APJML

View full text Add to dashboard Cite

PurposeThe impact of various factors on how TV sports audiences perceive sport event sponsors’ billboards around sports facilities has been the subject of extensive research. Despite numerous factors that impact the effectiveness of sponsor signage at sporting events, there has been a lack of research regarding the language used for such signage around sports facilities’ billboards. Therefore, this study aims to investigate the effects of billboard advertisement language on TV sports audiences’ recognition, recall and search intention to sponsor signage.Design/methodology/approachThis study employed an online experimental design. Participants (n = 925) were recruited from two linguistically different regions: Chinese and English. Participants were randomly assigned to one of two conditions: watching tennis video matches with billboard advertisements presented in either the Roman alphabet exclusively or in a combination of the Roman alphabet and Chinese characters.FindingsThis study revealed that although language cannot significantly impact audiences’ unaided recall of a brand, it does have a discernible effect on brand recognition and search intention among audiences. Additionally, people are more likely to search for brands in their native language. Participants from various regions tend to have different recognition rates and search intentions for sport sponsors.Originality/valueThis is the first manuscript examining the use of different languages in relation to audiences’ recognition and recall of sports sponsorship. It provides empirical evidence of the importance of carefully considering the language used in sponsor signage around stadium billboards to optimize the efficacy of sponsorships at sports events.

show abstract

Language Operative Capacity in Small and Medium-sized Enterprises

Tibrewal,

de Jong,

Parkes

et al. 2024

Manag Int Rev

View full text Add to dashboard Cite

Language-related IB research predominantly targets large MNCs, often overlooking the challenges that internationalizing SMEs face in effectively utilizing their limited language resources. To address this gap and assist SMEs in overcoming their unique language challenges, we develop a scale for language operative capacity (LOC), which measures a firm’s capacity to deploy language resources most productively throughout its global operations. We validate this instrument with data from 417 SMEs and examine its impact on two critical internationalization metrics: export performance and international networking capability. Our study makes three key contributions to language-related IB research and capacity research. First, we provide a comprehensive and robust LOC instrument, incorporating distinctions between potential and realized capacity from the capacity literature. Second, we offer a deeper understanding of language as a multi-level phenomenon by highlighting the interaction between individual-level language skills and organizational-level capacities. Third, we extend the scarce language-related IB research on SMEs by offering a nuanced understanding of LOC as a strategic resource, by validating the LOC instrument in the context of internationalizing SMEs, and by demonstrating its explanatory power for essential internationalization metrics. Additionally, our research provides SMEs with an actionable tool to assess their linguistic capacities, develop their language resources and optimize the use of these language resources in international operations.

show abstract

Foreign languages in advertising: Theoretical implications for language-related IB research

Cited by 6 publications

References 53 publications

What induces corporations to engage in controversial marketing and environmental practices? A linguistic perspective

What induces corporations to engage in controversial marketing and environmental practices? A linguistic perspective

The effects of different billboard advertisement language on TV sports audiences’ recognition, recall and search intention of the sponsor signage

Language Operative Capacity in Small and Medium-sized Enterprises

Contact Info

Product

Resources

About