Using self-referencing to explain the effectiveness of ethnic minority models in advertising
Nalini Fernandez, Christina Kwai-Choi Lee and Brett A.S Martin
Advertising research has generally not gone beyond offering support for a positive effect where ethnic models in advertising are viewed by consumers of the same ethnicity.
Using
Self-Referencing to
Explain the Effectiveness
of Ethnic Minority Models
in Advertising
Christina
Kwai-Choi Lee,Nalini
Fernandezand Brett
A.S. MartinUniversity of
Auckland Business School,
New Zealand
Introduction
Society
is faced with two
dramatic...
