A Review of Ethnic Identity in Advertising
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Chapter in The Wiley International Encyclopedia of Marketing.
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.
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attitudes advertising, ethnic identity, meta‐analysis, purchase intentions
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.