Home > Research > Publications & Outputs > The impact of cultural symbols and spokesperson...

Associated organisational unit

View graph of relations

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

Research output: Contribution to Journal/MagazineJournal articlepeer-review

Published

Standard

The impact of cultural symbols and spokesperson identity on attitudes and intentions. / Anne-Sophie, Lenoir; Puntoni, Stefano; Reed, II, Americus et al.
In: International Journal of Research in Marketing, Vol. 30, No. 4, 12.2013, p. 426-428.

Research output: Contribution to Journal/MagazineJournal articlepeer-review

Harvard

Anne-Sophie, L, Puntoni, S, Reed, II, A & Veerlegh, P 2013, 'The impact of cultural symbols and spokesperson identity on attitudes and intentions', International Journal of Research in Marketing, vol. 30, no. 4, pp. 426-428. <http://www.sciencedirect.com/science/journal/01678116>

APA

Anne-Sophie, L., Puntoni, S., Reed, II, A., & Veerlegh, P. (2013). The impact of cultural symbols and spokesperson identity on attitudes and intentions. International Journal of Research in Marketing, 30(4), 426-428. http://www.sciencedirect.com/science/journal/01678116

Vancouver

Anne-Sophie L, Puntoni S, Reed, II A, Veerlegh P. The impact of cultural symbols and spokesperson identity on attitudes and intentions. International Journal of Research in Marketing. 2013 Dec;30(4):426-428. Epub 2013 Aug 31.

Author

Anne-Sophie, Lenoir ; Puntoni, Stefano ; Reed, II, Americus et al. / The impact of cultural symbols and spokesperson identity on attitudes and intentions. In: International Journal of Research in Marketing. 2013 ; Vol. 30, No. 4. pp. 426-428.

Bibtex

@article{943daae89cfb49d68b81e329dcb7002c,
title = "The impact of cultural symbols and spokesperson identity on attitudes and intentions",
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 Deshpand{\'e} (2001) and Deshpand{\'e} 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.",
author = "Lenoir Anne-Sophie and Stefano Puntoni and {Reed, II}, Americus and Peeter Veerlegh",
year = "2013",
month = dec,
language = "English",
volume = "30",
pages = "426--428",
journal = "International Journal of Research in Marketing",
issn = "0167-8116",
publisher = "Elsevier",
number = "4",

}

RIS

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 -