Marketing Commons^™

Bilingual Consumer Memory In The Advergaming Context: A Cross-Script Comparison, Monica D. Hernandez

Theses and Dissertations - UTB/UTPA

Written language is the core of culture and central to marketing communications. The differences in language processing exhibited by Eastern/Western bilingual consumers are of great concern for global and multinational companies wishing to effectively promote their products through the Internet. Advergaming is a promotional method consisting of the delivery of advertising messages through electronic games. Despite recent scholarly interest, no previous research has compared brand memory across groups of bilinguals of different writing systems or scripts in the advergaming context.

The dissertation investigated differences in brand memory of bilinguals of languages based on different scripts. Specifically, a logographic-based language (Chinese), …