Ethnic Identity in Advertising: A Review and Meta-Analysis |
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| Authors: | Jeremy J Sierra Michael R Hyman Robert S Heiser |
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| Institution: | 1. Texas State University, Department of Marketing , San Marcos , Texas , USA;2. New Mexico State University, College of Business , Las Cruces , New Mexico , USA;3. University of Southern Maine, School of Business , Portland , Maine , USA |
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| Abstract: | The corpus of research on ethnic identity in advertising indicates that (1) ethnic identity influences commonly examined attitudinal and purchase-intention outcomes, and (2) attitudes toward both the actor(s)/model(s) and the ad moderate attitudes toward brands depicted in ethnically resonant ads. Individual studies often differ by measurement type (i.e., single-item measure versus multi-item scale), study design (i.e., experiment versus survey), and diversity of respondent sample. Seemingly, ethnic-identity effects are greater for studies that relied on single-item measures, experimental designs, and more diverse samples. Implications and future research directions are suggested. |
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| Keywords: | attitudes ethnic identity measurement type meta-analysis purchase intentions respondent diversity |
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