The impact of multilingual product information on consumer evaluations : an assessment of basic effects, boundary conditions, and drivers

Abstract

1 Introduction 2 State-of-the-art picture of foreign language research in international marketing: An overview identifying future research in the area of foreign language cues 3 First study: “Effects of multilingual product packaging on product attitude, perceived quality, and taste perceptions” 4 Second study: “Multilingual product information: What consumers infer from additional information in a foreign language and how it affects consumer evaluations” 5 Third study: “Adding value to local brands through foreign language cues” 6 Discussion and conclusion 7 Full list of references

1 Einleitung 2 State-of-the-art picture of foreign language research in international marketing: An overview identifying future research in the area of foreign language cues 3 Erste Studie: “Effects of multilingual product packaging on product attitude, perceived quality, and taste perceptions” 4 Zweite Studie: “Multilingual product information: What consumers infer from additional information in a foreign language and how it affects consumer evaluations” 5 Dritte Studie: “Adding value to local brands through foreign language cues” 6 Diskussion and Fazit 7 Vollständige Referenzliste