Global brand management sometimes necessitates a decision as to whether to dub television advertisements, originally in English, into the first language of bilingual international markets. This research uses an experimental design to test the effectiveness of original English language and dubbed television advertisements among customers of a pharmaceutical company that is a global leader in the worldwide consumer healthcare market, and for which advertising represents one of the largest investments in its marketing budget. Results are provided, recommendations are made, limitations are noted and directions for future research are indicated.
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