Ethnic Identity in Advertising : A Review and Meta-Analysis
Document Type
Article
Publication Date
10-2012
Publication Title
Journal of Promotion Management
Abstract
The corpus of research on ethnic identity in advertising indicates that (1) ethnic identity influences commonly examined attitudinal and purchase-intention outcomes, and (2) attitudes toward both the actor(s)/model(s) and the ad moderate attitudes toward brands depicted in ethnically resonant ads. Individual studies often differ by measurement type (i.e., single-item measure versus multi-item scale), study design (i.e., experiment versus survey), and diversity of respondent sample. Seemingly, ethnic-identity effects are greater for studies that relied on single-item measures, experimental designs, and more diverse samples. Implications and future research directions are suggested.
Recommended Citation
Heiser, Robert, et al. "Ethnic Identity in Advertising : A Review and Meta-Analysis." Journal of Promotion Management, 2012. doi:10.1080/10496491.2012.715123
Comments
DOI: https://doi.org/10.1080/10496491.2012.715123
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