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English language in international advertising in the Netherlands: the effect of the difficulty of English language in ads on brand evaluations of consumers in different age groups

Schoenmaker, L.L. (2016) English language in international advertising in the Netherlands: the effect of the difficulty of English language in ads on brand evaluations of consumers in different age groups.

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Abstract:This study explores the effect of the difficulty of English language in ads in the Netherlands on the brand evaluations of consumers in different age groups, by looking at consumers' overall appreciation of the ad, perceived product quality, attitude toward the brand and purchase intentions. Also, the preferences for Dutch or English language in advertisements were examined. An experiment was set up, in which a distinction was made between two easy- and two difficult to understand English advertisements. Also, a distinction was made between age groups under 40 years old and 40 years and over. The experiment was conducted via an online questionnaire which was completed by 188 participants. The results of the study show that the difficulty of English language in ads had no effect on the brand evaluations of Dutch consumers. Main effects were found for the different age groups on brand evaluations. The results of the study show that participants under 40 years old prefer the English version of the advertisements while participants aged 40 years and over prefer the Dutch version. The study provides a guideline for marketers on when to use the standardizing or adapting strategy as it shows marketing professionals that their strategy should depend on their target audience.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies, 18 languages and literature
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/71401
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