The impact of cultural symbols and spokesperson identity on attitudes and intentions

Anne-Sophie I. Lenoir, Stefano Puntoni, Americus Reed and Peeter W.J. Verlegh

International Journal of Research in Marketing, 2013, vol. 30, issue 4, 426-428

Abstract: In today's multicultural societies, ethnic targeting is an increasingly important marketing strategy. Two main approaches to target ethnic minorities have emerged in recent years: messaging consumers when their ethnic identity is most salient, and doing so with spokespeople or models with the same heritage as the targeted minority. In this paper, we conduct conceptual replications of two influential articles representative of these research streams: Forehand and Deshpandé (2001) and Deshpandé and Stayman (1994). Our studies show that the effects of such practices on minority consumers are not homogeneous. The findings identify generational status (first vs. second generation) as an important boundary condition for these ethnic targeting strategies. This has important conceptual and practical implications for choosing an effective ethnic targeting strategy.

Date: 2013
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Citations: View citations in EconPapers (7)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:30:y:2013:i:4:p:426-428

DOI: 10.1016/j.ijresmar.2013.07.001

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