This research suggests studying the concept of structural bilingualism through the case of\r\nFranco-Arabic bilingualism in Maghreb countries. Methodologically, the research attempts\r\nto identify groups of consumers� languages, by an effective marketing segmentation, through\r\na valid measure of Franco-Arabic bilingualism. Several exploratory qualitative and\r\nquantitative inquiries have been conducted. The article concludes with research findings by\r\nproviding a Franco-Arabic bilingual segmentation, managerial implications and future\r\nresearch paths.
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