A Review of Ethnic Identity in Advertising

Authors

Jeremy J. Sierra
Michael R. Hyman
Robert S. Heiser PhD, University of Southern Maine

Files

Document Type

Article

Description

Chapter in The Wiley International Encyclopedia of Marketing.

Chapter abstract:

Published research on ethnic identity in advertising differs by underlying theoretical framework, measurement type (i.e., single‐item measure vs multi‐item scale), study design (i.e., experiment vs survey), and diversity of respondent sample. A meta‐analysis indicates that ethnic identity effects are higher for atheoretical studies that relied on single‐item measures, experimental designs, and less diverse samples. For ethnically resonant ads, attitudes toward both actor(s)/model(s) and the ad moderate brand attitudes. Overall, ethnic identity influences several commonly studied attitudinal and purchase‐intention outcomes.

Book description:

Marking a landmark work of reference for the field, the Wiley Encyclopedia of Marketing spans six subject volumes and is the first international, multi-volume encyclopedia of marketing.

With 360 entries from over 500 global experts, the Encyclopedia offers one of the premier business reference sources available worldwide. Entries are arranged alphabetically within each subject volume, and each volume carries an index.

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• Authors from across the world offer their expertise on topics from global e-business to customer-centred organization, making this the most comprehensive, scholarly work of reference available. It will not only appear in hard copy but also on-line throughout the globe.
• Contributions include 2 levels of entry: topic summaries of about 600 words and mini-essays of about 3000-5000 words explaining significant topics or debates in the field.
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ISBN

9781405161787

Publication Date

2011

Publisher

John Wiley & Sons, Ltd.

Keywords

attitudes advertising, ethnic identity, meta‐analysis, purchase intentions

Comments

Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.

Recommended Citation

Sierra, Jeremy J., Michael Hyman and Robert S. Heiser (2010) “A Review of Ethnic Identity in Advertising,” Wiley International Encyclopedia of Marketing, V4, 1-17, John Wiley & Sons.