Keywords
literature review, language, marketing, communication
Disciplines
Business and Corporate Communications | International Business | Marketing
Abstract
This comprehensive review piece investigates over two decades of research, reflecting on the crucial role of language in international marketing success. In coding and summarizing 181 articles, this work highlights how language has impacted international-marketing-related outcomes across 19 specific content areas. Those content areas are then grouped into seven broad research themes relating to language: Marketing Communications; Linguistics; Branding; Consumer Behavior; Servicescape and Retailing; Internationalization, Supply Chain and Sales; Bilingualism. We synthesize these themes and the common outcomes of the research. From these themes we highlight challenges to the field and explore future research in language in international marketing.
ScholarWorks Citation
Park, Yung-Hwal and Lehnert, Kevin, "A review of two decades of research on language in international and multicultural marketing (1997 – 2020) – Supplemental Material" (2021). Other Faculty Publications. 1.
https://scholarworks.gvsu.edu/mkt_otherpubs/1
Included in
Business and Corporate Communications Commons, International Business Commons, Marketing Commons
