社会认同理论和阐述可能性模型:非裔美国消费者的种族认同强度对服务广告评价的影响

IF 2.7 Q2 BUSINESS
Rozbeh Madadi, Ivonne M. Torres, Reza Fazli-Salehi, Miguel Ángel Zúñiga
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引用次数: 0

摘要

设计/方法/途径研究 1 采用了 2(服务类型:享乐型 vs 功利型)×2(种族认同强度:高 vs 低)的主体间实验设计。研究 2 采用了与研究 1 相同的实验设计、程序和广告。研究结果综合来看,这两项研究的结果表明,有针对性的民族广告与服务类型相结合,可以影响消费者与品牌之间的关系。研究局限/意义广告出现的环境(如店内展示或杂志广告)很重要,在未来的研究中应考虑消费者在不同环境中对定向广告的反应。原创性/价值通过两项研究,作者证明了种族广告对具有高度种族认同的非裔美国人更有效,尤其是对享乐型服务。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Social identification theory and the elaboration likelihood model: impact of strength of ethnic identification among African American consumers on services advertising evaluations

Purpose

This paper aims to explore the effectiveness of ethnically targeted ads in developing consumer–brand relationships through an application of social identification theory and elaboration likelihood model among African American consumers in the service sector.

Design/methodology/approach

Study 1 used a 2 (service type: hedonic vs utilitarian) × 2 (strength of ethnic identification: high vs low) between-subjects experimental design. Study 2 used the same experimental design, procedure and ads as Study 1.

Findings

Taken together, the findings from these two studies demonstrate how ethnically targeted advertising, in conjunction with service type, can influence consumer–brand relationships. The results showed that those with high strength of ethnic identification had more brand love, as well as higher intentions to spread positive word-of-mouth, purchase intention and brand loyalty for hedonic services, but that this effect was not significant for utilitarian services.

Research limitations/implications

The environments in which advertisements appear (e.g. in an in-store display or a magazine advertisement) is important, and consumers’ reactions to targeted ads in various environments should be considered in future research. Future studies should also examine the role of individuals’ personality traits and level of acculturation in determining their relationships with brands.

Originality/value

Across two studies, the authors demonstrated that ethnic ads are more effective for African American individuals with high level of ethnic identification especially for hedonic services.

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来源期刊
Journal of Consumer Marketing
Journal of Consumer Marketing Business, Management and Accounting-Business and International Management
CiteScore
5.00
自引率
7.10%
发文量
68
期刊介绍: ■Consumer behaviour ■Customer policy and service ■Practical case studies to illustrate concepts ■The latest thinking and research in marketing planning ■The marketing of services worldwide
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