Behavioural Consequences of Consumer Ethnic Identification and Acculturation: An Investigation in the Context of Targeted Online Advertisements

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Title

Behavioural Consequences of Consumer Ethnic Identification and Acculturation: An Investigation in the Context of Targeted Online Advertisements

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Description

Previous studies indicate that consumers generally prefer advertisements that feature ethnically similar models. However, most of these studies are conducted using Hispanic or Black consumer samples in the context of outdated targeted marketing practices. Basing the theoretical foundation on Self-Identification Theory, the Theory of Planned Behaviour, and Distinctiveness Theory, this paper uses quantitative data collecting and data analysis techniques to explore various aspects of the effects...

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Other

Date created

21 Nov, 2021

Creator

Allan, Michael

URL

https://figshare.com/articles/thesis/Behavioural_Consequences_of_Consumer_Ethnic_Identification_a...

Related subjects

Ethnicity / Culture / Advertising / School: School of Marketing and International Business / 150501 Consumer-Oriented Product or Service Development / 950201 Communication Across Languages and Culture / Degree Discipline: Marketing / Degree Level: Masters / Degree Name: Master of Commerce / Consumer-Oriented Product or Service Development

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