A Review of Ethnic Identity in Advertising

A Review of Ethnic Identity in Advertising


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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.

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John Wiley & Sons, Ltd.


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


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

A Review of Ethnic Identity in Advertising