The Role of Linguistic Variation in Multicultural Marketing: A Case Study of Foreign Brands in Jordan

In today’s globalized world, using the right marketing strategy will not only allow companies to address multicultural audiences, but also do it in their own language. This paper addresses linguistic variations in multicultural marketing and highlights the role played by language choice in influencing consumer behavior and the market’s brand perception. Combining sociolinguistics and marketing research, this study will examine language utilization in the contexts of branding, advertising, and packaging with regards to foreign brands in Jordan. Using both qualitative and quantitative research methods, the paper provides an insight into how the patterns of linguistic variation affect the strategy effectiveness in marketing. The results show that linguistic diversity can be a great benefit in increasing brand engagement and penetrating the market.