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Street slang influences store branding
The article discusses the phenomenon of using colloquial dialects in naming commercial shops and advertising campaigns in the Gulf and the Arab world. The goal is to bring brands closer to consumers by addressing them in a more familiar and emotionally resonant everyday language. Studies from Saudi Arabia have shown that this approach enhances emotional engagement and positively influences purchasing decisions. It also helps to establish the cultural identity of the brand more cost-effectively. However, there is a warning against overusing colloquial language, as it may impact skills in formal Arabic.
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