Research output: Contribution to Journal/Magazine › Journal article › peer-review
Research output: Contribution to Journal/Magazine › Journal article › peer-review
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TY - JOUR
T1 - The impact of cultural symbols and spokesperson identity on attitudes and intentions
AU - Anne-Sophie, Lenoir
AU - Puntoni, Stefano
AU - Reed, II, Americus
AU - Veerlegh, Peeter
PY - 2013/12
Y1 - 2013/12
N2 - 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.
AB - 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.
M3 - Journal article
VL - 30
SP - 426
EP - 428
JO - International Journal of Research in Marketing
JF - International Journal of Research in Marketing
SN - 0167-8116
IS - 4
ER -