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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
The Role of Linguistic Proficiency and Ethnicity in Acceptance of
Multilingual Advertisement
Author(s): Shaheen Mansori
Citation: Shaheen Mansori, (2012) "The Role of Linguistic Proficiency and Ethnicity in Acceptance of Multilingual Advertisement" Vol. 6, Iss. 2, pp. 60 - 68
Article Type: Research paper
Publisher: North American Business Press
Abstract:
Selecting the suitable languages as a mediator of communication between companies and consumers is always one of the concerns for marketer to develop advertisements in multicultural and specially the multi-ethnical markets. This study by testing a model tried to find the relationship between mother tongue proficiency, English proficiency, ethnicity of consumers and acceptance of advertisements in mother tongue. The result from the Malaysian samples showed that level of proficiency in mother tongue, ethnicity and perception toward advertisements in mother tongue have positive relationships with acceptance of advertisements in mother tongue. These results might help marketers to find the most suitable language to communicate with their customers.
