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The English and Swedish Languages’ Effect on Consumers’ Purchase Intention for Modernity-Related Products and Products Unrelated to Modernity
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Karlstad Business School (from 2013).
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

English is a global language which is associated with modernity and in advertising, English is used to associate products with modernity in the minds of the consumers. In non-English speaking countries, modernity-related products are more often advertised in English than products unrelated to modernity. Despite this, no previous research has proven that consumers’ purchase intention is higher for modernity-related products advertised in English compared to the same product advertised in the native language. Through an online-survey with a between-subject design a quantitative field experiment was conducted. It was found that consumers had a higher purchase intention for modernity-related products advertised in English compared to the same products advertised in Swedish and that consumers’ purchase intention was higher for products unrelated to modernity advertised in Swedish compared to the same products advertised in English.

Place, publisher, year, edition, pages
2019. , p. 40
Keywords [en]
advertising, language, English, Swedish, purchase intention, modernity
National Category
Business Administration
Identifiers
URN: urn:nbn:se:kau:diva-71573OAI: oai:DiVA.org:kau-71573DiVA, id: diva2:1297288
Subject / course
Business Administration
Educational program
Business Administration and Economics, 180 hp
Supervisors
Examiners
Available from: 2019-03-19 Created: 2019-03-19 Last updated: 2019-03-19Bibliographically approved

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File name FULLTEXT01.pdfFile size 2560 kBChecksum SHA-512
9e952c79673608efd14d8d9404c8312040675d5f3f7aed45af765362de20a8fa5237253358ed6b1b060a8c31196f557d7dfdb9bb22ba629fb7ac04799f17c478
Type fulltextMimetype application/pdf

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Karlstad Business School (from 2013)
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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf