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Perceived 'Hispanicness' versus 'Americanness': A study of brand ethnicity with Hispanic consumers
Cong Li, Sunny Tsai and Gonzalo Soruco, International Journal of Advertising, Vol. 32, No. 3, 2013, pp. 443-465
This article discusses how consumers differentiate competing brands of similar utilitarian values on the basis of a brand’s cultural association, namely brand ethnicity, and examines how the perceived brand ethnicity influences consumers’ brand preference and choice.
This article discusses how consumers differentiate competing brands of similar utilitarian values on the basis of a brand’s cultural association, namely brand ethnicity, and examines how the perceived brand ethnicity influences consumers’ brand preference and choice. Study findings, based on both qualitative and quantitative research with self-identified Hispanic consumers, indicate that Hispanic consumers associate certain brands with Hispanic culture and other brands with American culture. In a hypothetical purchasing scenario, the perceived brand ethnicity affects consumers’ brand preference significantly in accordance with their cultural orientation. However, in a real consumer behaviour setting, external factors such as brand accessibility attenuate the effects of brand ethnicity.
Viewpoint: Social media research: developing a trust metric in the social age
Gaëlle Bertrand, International Journal of Market Research, Vol. 55, No. 3, 2013, pp. 333-335
This Viewpoint argues that there is no better place than social media conversations for brands to research what drives consumers' recommendations and what ultimately builds trust in their franchise.
This Viewpoint argues that there is no better place than social media conversations for brands to research what drives consumers' recommendations and what ultimately builds trust in their franchise. Through research that analysed all public social media mentions of British Gas and Marks & Spencer, the author explains how she could derive a barometer of trust for each brand.
The Latino Influence Project: How Latinos are influencing non-Latinos living among them
Holly McGavock and Andrew Speyer, ARF Experiential Learning, Re:Think conference, 2013
This paper discusses results of the Latino Influence Project, a research initiative carried out among the US Hispanic population to quantify the extent to which Latinos are influencing the non-Latinos around them.
This paper discusses results of the Latino Influence Project, a research initiative carried out among the US Hispanic population to quantify the extent to which Latinos are influencing the non-Latinos around them. Among the findings are that non-Hispanics living among Hispanics are more likely to be interested in other cultures, and are more likely to use their cell phones and the internet for information and entertainment. Latino culture, from salsa to jalapeños, are also becoming part of daily life for this segment. The authors also extract specific implications from marketers, including advocating a tighter focus on Hispanic markets as hotbeds for cultural activity.
Understanding the Invisibility of the Asian-American Television Audience: Why Marketers Often Overlook an Audience of "Model" Consumers
Amy Jo Coffey, Journal of Advertising Research, Vol. 53, No. 1, 2013, pp. 101-118
Asian-Americans lack the advertiser recognition and investment levels enjoyed by other ethnic groups in the United States.
Asian-Americans lack the advertiser recognition and investment levels enjoyed by other ethnic groups in the United States. Given this demographic group’s greater purchasing power and comparable growth rate, online survey and in-depth executive interviews reveal how US Asians’ income, language, and other audience traits are valued by US television advertisers and compares these perceptions to those for Hispanics. Recommendations are offered to overcome reported advertiser misperceptions and agency obstacles and to help encourage investment in this growing and affluent demographic segment.
Digging for “Spanish Gold”: How to Connect with Hispanic Consumers
Cynthia Rodriguez Cano and David J. Ortinau, Journal of Advertising Research, Vol. 52, No. 3, 2012, pp. 322-332
The current study introduces the concept of ethnic compatibility to explain differences between strong and weak Hispanic identifiers’ evaluation of print advertising.
The current study introduces the concept of ethnic compatibility to explain differences between strong and weak Hispanic identifiers’ evaluation of print advertising. The findings challenge the effectiveness of multicultural advertisements that are intended to reach multiple ethnic groups simultaneously by featuring various ethnicities’ models together. Although this non-adaptation communication strategy is mainstream in the United States, the findings suggest that it may be ineffective in connecting with strong Hispanic identifiers.
Scepticism towards DTC advertising: a comparative study of Korean and Caucasian Americans
Jisu Huh, Denise E. DeLorme and Leonard N. Reid, International Journal of Advertising, Vol. 31, No. 1, 2012, pp. 147-168
Studies of cultural and subcultural differences among consumers are important for advancing knowledge on direct-to-consumer prescription drug advertising (DTCA).
Studies of cultural and subcultural differences among consumers are important for advancing knowledge on direct-to-consumer prescription drug advertising (DTCA). This study investigates and compares scepticism towards DTCA between Korean and Caucasian Americans and the relationship of cultural values (collectivism vs individualism) and acculturation to DTCA scepticism. The results reveal that, while the difference in DTCA scepticism between Caucasian and Korean Americans was non-significant, Korean Americans' acculturation level influenced DTCA scepticism within this segment and collectivism was the only significant predictor of DTCA scepticism. The findings are discussed relative to previous research on DTCA scepticism, and managerial implications are offered.
Fair and lovely: building an integrated model to examine how peer influence mediates the effects of skin-lightening advertisements on college women in Singapore
Stella C. Chia, Yuen Ting Chay, Poh Kwan Cheong, et al., International Journal of Advertising, Vol. 31, No. 1, 2012, pp. 189-211
In this study, we proposed an integrated model with which we suggested that perceptions of peers and interpersonal communication with peers each mediate the influence of skin-lightening advertisements on college women in a South Asian country - Singapore.
In this study, we proposed an integrated model with which we suggested that perceptions of peers and interpersonal communication with peers each mediate the influence of skin-lightening advertisements on college women in a South Asian country - Singapore. The model is built based on the influence-of-presumed-influence model. We found that college women in Singapore tended to infer their peers' advertising exposure and the corresponding advertising influence on peers based on their own advertising exposure. Their exposure to skin-lightening advertisements also induced their discussions about fair-skinned appearance with peers. Based on their perceptions of advertising influence on peers and interpersonal communication with peers, college women inferred their peers' favourable attitudes towards fair-skinned appearance. Finally, they aligned their personal attitudes with their female peers' attitudes and their attitudes predicted their intention to adopt skin-lightening regimes.
Comprende Code Switching? Young Mexican-Americans' Responses to Language Alternation in Print Advertising
Melissa Bishop and Mark Peterson, Journal of Advertising Research, Vol. 51, No. 4, 2011, pp. 648-659
“Code switching” in advertising refers to the alternation between two languages in a single advertisement.
“Code switching” in advertising refers to the alternation between two languages in a single advertisement. This research investigates (1) how the direction of code switching and the placement of a code-switched advertisement in an English or Spanish medium influence bilinguals’ attitudes toward code-switching (Acs) and (2) how Acs influence common advertising objectives. An experiment was performed among 107 Mexican-American young adults. Path analysis using structural equation modeling disclosed that placing a code-switched print advertisement in an all-English medium resulted in more positive Acs than placing it within an all-Spanish medium. Additionally, Acs positively influenced advertisement involvement and, subsequently, service-quality expectations and patronage intentions.
Welcoming people with mental health problems into mainstream market research
Ruth Stevenson, International Journal of Market Research, Vol. 53, No. 6, 2011, pp. 737-748
As an agency-trained researcher, the two years I spent as Head of Research at a mental health charity opened my eyes to the fact that mental health problems are 'invisible' and widespread, and that people with mental health problems regularly face exclusion.
As an agency-trained researcher, the two years I spent as Head of Research at a mental health charity opened my eyes to the fact that mental health problems are 'invisible' and widespread, and that people with mental health problems regularly face exclusion. During this time I conducted many research projects among people with mental health problems, usually about mental health-related issues and services, through which I responded to feedback and constantly amended my approach to ensure that I was providing a high-quality and inclusive research environment. My attention was also drawn to the fact that many people with mental health problems are also consumers of mainstream products and services, and therefore form a notable proportion of the population of participants involved with mainstream research projects. In this article I will discuss 'best practice' ways in which mental health problems should be considered when conducting mainstream qualitative research projects, and focus groups in particular.
Effects of Strength of Ethnic Identity and Product Presenter Race on Black Consumer Attitudes: A Multiple-Group Model Approach
Troy Elias, Osei Appiah, and Li Gong, The Journal of Interactive Advertising, Vol. 11, Issue 2, Spring 2011, pp. 13-29
This study examines the relationship between ethnic identity and same- or different-race sources on blacks' consumer attitudes.
This study examines the relationship between ethnic identity and same- or different-race sources on blacks' consumer attitudes. Social identity theory provides a theoretical framework to explain black consumers' decision-making processes. Using structural equation modeling, the authors show that the race of a character used in an ad transversely moderates the relationship between ethnic identity and consumer attitudes. Specifically, they find that as blacks' strength of ethnic identity increases, they tend to display more favorable consumer attitudes if the product presenter of an e-commerce website is also black and weaker but negative attitudes if the product presenter is white.
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