A Review of Ethnic Identity in Advertising
Part 4. Advertising and Integrated Communication
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
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.
- Published Online: 15 DEC 2010
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.
- ethnic identity;
- purchase intentions