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The Impact of Cultural Symbols and Spokesperson Identity on Attitudes and Intentions

Anne-Sophie Lenoir, Stefano Puntoni, Americus Reed II and Peter Verlegh

ERIM Report Series Research in Management from Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam

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.

Keywords: advertising; ethnicity; identity; minority targeting (search for similar items in EconPapers)
JEL-codes: C44 M31 M39 (search for similar items in EconPapers)
Date: 2013-07-23
New Economics Papers: this item is included in nep-cul and nep-mkt
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