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

Research output: Contribution to journalJournal articlepeer-review

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<mark>Journal publication date</mark>12/2013
<mark>Journal</mark>International Journal of Research in Marketing
Issue number4
Volume30
Number of pages3
Pages (from-to)426-428
Publication StatusPublished
Early online date31/08/13
<mark>Original language</mark>English

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.