Multicultural advertising: The impact of consumers’ self-concept clarity and materialism on self-brand connection and communal-brand connection

Reza Fazli-Salehi, Ivonne M. Torres, Rozbeh Madadi and Miguel Ángel Zúñiga

Journal of Business Research, 2021, vol. 137, issue C, 46-57

Abstract: The purpose of this study is to explore the effect of consumer self-concept clarity and materialism on consumers’ self-brand connection and communal-brand connection as well as purchase intention in the context of ethnically matched, mismatched, or multi-ethnic advertising. The results showed that self-concept clarity has a negative impact on self-brand connection and communal-brand connection for ads featuring multi-ethnic models (but not for ads featuring ethnically matched or mismatched models), while materialism did not exhibit any impact on self-brand connection or communal-brand connection for any of the conditions. A negative relationship between self-concept clarity and materialism was found for the multi-ethnic approach (but not for ads featuring ethnically matched or mismatched models). Marketing practitioners will benefit from these findings by gaining insight on how consumer traits influence consumer-brand relationships in the context of match, mismatch, and multi-ethnic advertising approaches.

Keywords: Self-concept clarity; Materialism; Self-brand connection; Communal-brand connection (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:137:y:2021:i:c:p:46-57

DOI: 10.1016/j.jbusres.2021.08.006

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