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A Review of Ethnic Identity in Advertising

Part 4. Advertising and Integrated Communication

  1. Jeremy J. Sierra1,
  2. Michael R. Hyman2,
  3. Robert S. Heiser3

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem04032

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Sierra, J. J., Hyman, M. R. and Heiser, R. S. 2010. A Review of Ethnic Identity in Advertising. Wiley International Encyclopedia of Marketing. 4.

Author Information

  1. 1

    Texas State University – San Marcos, San Marcos, TX, USA

  2. 2

    New Mexico State University, Las Cruces, NM, USA

  3. 3

    University of Southern Maine, Portland, ME, USA

Publication History

  1. Published Online: 15 DEC 2010

Abstract

Published research on ethnic identity in advertising differs by underlying theoretical framework, measurement type (i.e., single-item measure vs multi-item scale), study design (i.e., experiment vs survey), and diversity of respondent sample. A meta-analysis indicates that ethnic identity effects are higher for atheoretical studies that relied on single-item measures, experimental designs, and less diverse samples. For ethnically resonant ads, attitudes toward both actor(s)/model(s) and the ad moderate brand attitudes. Overall, ethnic identity influences several commonly studied attitudinal and purchase-intention outcomes.

Keywords:

  • attitudes;
  • advertising;
  • ethnic identity;
  • meta-analysis;
  • purchase intentions