The English and Swedish Languages’ Effect on Consumers’ Purchase Intention for Modernity-Related Products and Products Unrelated to Modernity

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 modern...

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Bibliographic Details
Main Author:	Holmberg, Jakob
Format:	Others
Language:	English
Published:	Karlstads universitet, Handelshögskolan (from 2013) 2019
Subjects:	advertising language English Swedish purchase intention modernity Business Administration Företagsekonomi
Online Access:	http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-71573

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spelling	ndltd-UPSALLA1-oai-DiVA.org-kau-715732019-03-20T17:36:29ZThe English and Swedish Languages’ Effect on Consumers’ Purchase Intention for Modernity-Related Products and Products Unrelated to ModernityengHolmberg, JakobKarlstads universitet, Handelshögskolan (from 2013)2019advertisinglanguageEnglishSwedishpurchase intentionmodernityBusiness AdministrationFöretagsekonomiEnglish 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. Student thesisinfo:eu-repo/semantics/bachelorThesistexthttp://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-71573application/pdfinfo:eu-repo/semantics/openAccess
collection	NDLTD
language	English
format	Others
sources	NDLTD
topic	advertising language English Swedish purchase intention modernity Business Administration Företagsekonomi
spellingShingle	advertising language English Swedish purchase intention modernity Business Administration Företagsekonomi Holmberg, Jakob The English and Swedish Languages’ Effect on Consumers’ Purchase Intention for Modernity-Related Products and Products Unrelated to Modernity
description	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.
author	Holmberg, Jakob
author_facet	Holmberg, Jakob
author_sort	Holmberg, Jakob
title	The English and Swedish Languages’ Effect on Consumers’ Purchase Intention for Modernity-Related Products and Products Unrelated to Modernity
title_short	The English and Swedish Languages’ Effect on Consumers’ Purchase Intention for Modernity-Related Products and Products Unrelated to Modernity
title_full	The English and Swedish Languages’ Effect on Consumers’ Purchase Intention for Modernity-Related Products and Products Unrelated to Modernity
title_fullStr	The English and Swedish Languages’ Effect on Consumers’ Purchase Intention for Modernity-Related Products and Products Unrelated to Modernity
title_full_unstemmed	The English and Swedish Languages’ Effect on Consumers’ Purchase Intention for Modernity-Related Products and Products Unrelated to Modernity
title_sort	english and swedish languages’ effect on consumers’ purchase intention for modernity-related products and products unrelated to modernity
publisher	Karlstads universitet, Handelshögskolan (from 2013)
publishDate	2019
url	http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-71573
work_keys_str_mv	AT holmbergjakob theenglishandswedishlanguageseffectonconsumerspurchaseintentionformodernityrelatedproductsandproductsunrelatedtomodernity AT holmbergjakob englishandswedishlanguageseffectonconsumerspurchaseintentionformodernityrelatedproductsandproductsunrelatedtomodernity
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The English and Swedish Languages’ Effect on Consumers’ Purchase Intention for Modernity-Related Products and Products Unrelated to Modernity

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