Template-Type: ReDIF-Paper 1.0
Author-Name: Lenoir, A.-S.I.A.
Author-Name-Last: Lenoir
Author-Name-First: Anne-Sophie
Author-Name: Puntoni, S.
Author-Name-Last: Puntoni
Author-Name-First: Stefano
Author-Name: Reed II, A.
Author-Name-Last: Reed II
Author-Name-First: Americus
Author-Name: Verlegh, P.W.J.
Author-Name-Last: Verlegh
Author-Name-First: Peter
Title: The Impact of Cultural Symbols and Spokesperson Identity on Attitudes and Intentions
Abstract: In today’s multicultural societies, ethnic targeting is increasingly important for marketing. Two main approaches to target ethnic minorities have emerged: messaging consumers when their ethnic identity is most salient, and featuring spokespeople who have the same heritage as the target. We conduct replications of two articles representative of these research streams: Forehand and Deshpandé (2001) and Deshpandé and Stayman (1994). Our findings identify generational status as an important boundary condition for these ethnic targeting strategies.
Creation-Date: 2013-07-23
File-URL: https://repub.eur.nl/pub/40663/ImpactOfCulturalSymbolsAndSpokespersonIdentity_DetailedReport.pdf
File-Format: application/pdf
Series: RePEc:ems:eureri
Number: ERS-2013-010-MKT
Classification-JEL: C44, M31, M39
Keywords: advertising, ethnicity, identity, minority targeting
Handle: RePEc:ems:eureri:40663