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The impact of cultural symbols and spokesperson identity on attitudes and intentions

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  • Lenoir, Anne-Sophie I.
  • Puntoni, Stefano
  • Reed, Americus
  • Verlegh, Peeter W.J.

Abstract

In today's multicultural societies, ethnic targeting is an increasingly important marketing strategy. Two main approaches to target ethnic minorities have emerged in recent years: messaging consumers when their ethnic identity is most salient, and doing so with spokespeople or models with the same heritage as the targeted minority. In this paper, we conduct conceptual replications of two influential articles representative of these research streams: Forehand and Deshpandé (2001) and Deshpandé and Stayman (1994). Our studies show that the effects of such practices on minority consumers are not homogeneous. The findings identify generational status (first vs. second generation) as an important boundary condition for these ethnic targeting strategies. This has important conceptual and practical implications for choosing an effective ethnic targeting strategy.

Suggested Citation

  • Lenoir, Anne-Sophie I. & Puntoni, Stefano & Reed, Americus & Verlegh, Peeter W.J., 2013. "The impact of cultural symbols and spokesperson identity on attitudes and intentions," International Journal of Research in Marketing, Elsevier, vol. 30(4), pages 426-428.
    • Handle: RePEc:eee:ijrema:v:30:y:2013:i:4:p:426-428
    DOI: 10.1016/j.ijresmar.2013.07.001
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    References listed on IDEAS

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    1. Antioco, Michael & Vanhamme, Joëlle & Hardy, Anaïk & Bernardin, Lidwine, 2012. "On the importance of social integration for minority targeting effectiveness," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 380-389.
    2. Aaker, Jennifer L. & Brumbaugh, Anne M. & Grier, Sonya A., 2000. "Non-target Markets and Viewer Distinctiveness: The Impact of Target Marketing on Advertising Attitudes," Research Papers 1578, Stanford University, Graduate School of Business.
    3. Chattaraman, Veena & Rudd, Nancy A. & Lennon, Sharron J., 2009. "Identity salience and shifts in product preferences of Hispanic consumers: Cultural relevance of product attributes as a moderator," Journal of Business Research, Elsevier, vol. 62(8), pages 826-833, August.
    4. Reed, Americus & Forehand, Mark R. & Puntoni, Stefano & Warlop, Luk, 2012. "Identity-based consumer behavior," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 310-321.
    5. Michael Antioco & Joëlle Vanhamme & Anaïk Hardy & Lidwine Bernardin, 2012. "On the importance of social integration for minority targeting effectiveness," Post-Print hal-02312727, HAL.
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    Cited by:

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    2. Lynch, John G. & Bradlow, Eric T. & Huber, Joel C. & Lehmann, Donald R., 2015. "Reflections on the replication corner: In praise of conceptual replications," International Journal of Research in Marketing, Elsevier, vol. 32(4), pages 333-342.
    3. El Hazzouri, Mohammed & Main, Kelley J. & Carvalho, Sergio W., 2017. "Ethnic minority consumers reactions to advertisements featuring members of other minority groups," International Journal of Research in Marketing, Elsevier, vol. 34(3), pages 717-733.
    4. Yimin Cheng & Xiaoyu Zhou & Kai Yao, 2023. "LGBT-Inclusive Representation in Entertainment Products and Its Market Response: Evidence from Field and Lab," Journal of Business Ethics, Springer, vol. 183(4), pages 1189-1209, April.
    5. Carvalho, Sergio W. & Luna, David & Goldsmith, Emily, 2019. "The role of national identity in consumption: An integrative framework," Journal of Business Research, Elsevier, vol. 103(C), pages 310-318.
    6. Puntoni, S., 2015. "Embracing Diversity," ERIM Inaugural Address Series Research in Management EIA-2015-061-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam..

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