LINGUISTIC GLOCALIZATION OF MULTINATIONAL COMPANIES: A CASE OF FAST FOOD BRANDS IN LAHORE

Abstract

Multi-national brands use different glocal strategies to localize their brands and make them popular in Pakistan. The purpose of this research is to discuss that how glocal strategies are used by the multi-national food brands. The main source that these fast food brands use is the advertisements and their use of local language of the target country. The concepts of glocalization and the theory of cultural glocality that was introduced by Ronald (1980) have been used as a theoretical framework. For this purpose the famous multi-national fast food brands such as, McDonalds, KFC, and Domino’s Pizza have been selected. The advertisements from September’ 2022 to May’ 2023 are selected from their official Facebook pages and analyzed on the basis of linguistics. Hence, the findings will reveal that how these multi-national fast food brands are popular in Pakistan by using the glocal strategies in their advertisements.