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A review of two decades of research on language in international and multicultural marketing (1997-2020)

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  • Yung-Hwal Park
  • Kevin Lehnert

Abstract

This comprehensive review piece investigates over two decades of research, reflecting on the crucial role of language in international marketing success. In coding and summarising 181 articles, this work highlights how language has impacted international-marketing-related outcomes across 19 specific content areas. Those content areas are then grouped into seven broad research themes relating to language: marketing communications; linguistics; branding; consumer behaviour; servicescape and retailing; internationalisation, supply chain and sales; bilingualism. We synthesise these themes and the common outcomes of the research. From these themes we highlight challenges to the field and explore future research in language in international marketing.

Suggested Citation

  • Yung-Hwal Park & Kevin Lehnert, 2022. "A review of two decades of research on language in international and multicultural marketing (1997-2020)," International Journal of Business Environment, Inderscience Enterprises Ltd, vol. 13(2), pages 188-211.
    • Handle: RePEc:ids:ijbenv:v:13:y:2022:i:2:p:188-211
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