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  2. Volume 7, Issue 2
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Online ISSN: 2515-8260

Volume7, Issue2

Do Transliterated Ads Impact Ad-Liking: Evidences From A Multi-Cultural Society

    Susan Mathew Minimol M C

European Journal of Molecular & Clinical Medicine, 2020, Volume 7, Issue 2, Pages 4760-4766

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Abstract

The study was intended to find the impact of transliterated ads on ad liking using two sets of language advertisements. The study used a 2 (English language and Regional language) x 2 (English written in Regional language and Regional language written in English) experimental design to test the effect of transliteration on ad-liking. Hair shampoo a medium involvement product was selected as a stimulus to do the experiment. To control any confounding effects of brand familiarity a fictitious brand was used in the current study. The study revealed that transliterated global language advertisements were better liked and had a greater positive attitude compared to a regional transliterated advertisement
Keywords:
    Transliterated ads Language mixing, ad-liking integrated marketing communication code-switching
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(2020). Do Transliterated Ads Impact Ad-Liking: Evidences From A Multi-Cultural Society. European Journal of Molecular & Clinical Medicine, 7(2), 4760-4766.
Susan Mathew; Minimol M C. "Do Transliterated Ads Impact Ad-Liking: Evidences From A Multi-Cultural Society". European Journal of Molecular & Clinical Medicine, 7, 2, 2020, 4760-4766.
(2020). 'Do Transliterated Ads Impact Ad-Liking: Evidences From A Multi-Cultural Society', European Journal of Molecular & Clinical Medicine, 7(2), pp. 4760-4766.
Do Transliterated Ads Impact Ad-Liking: Evidences From A Multi-Cultural Society. European Journal of Molecular & Clinical Medicine, 2020; 7(2): 4760-4766.
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