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Conceptualizing Multicultural Advertising Effects in the "New" South Africa

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Date
2010
Dewey
Marketing
Sujet
Multicultural marketing; Advertising effectiveness; customer-based brand equity; corporate social responsibility; South Africa
JEL code
M.M3.M37; M.M1.M14; M.M3.M31
Journal issue
Journal of Global Marketing
Volume
23
Number
3
Publication date
2010
Article pages
189-207
Publisher
Haworth Press
DOI
http://dx.doi.org/10.1080/08911762.2010.487420
URI
https://basepub.dauphine.fr/handle/123456789/11320
Collections
  • DRM : Publications
Metadata
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Author
Johnson, Guillaume D.
1032 Dauphine Recherches en Management [DRM]
Elliott, Roger M.
Grier, Sonya A.
status unknown
Type
Article accepté pour publication ou publié
Abstract (EN)
Multicultural marketing is a strategic priority area for most companies in emerging consumer markets (ECMs). We develop a new conceptual framework that demonstrates how two processes influence the effectiveness of multicultural advertising, namely similarity and corporate social responsibility processes. We draw on attribution, social influence, and intercultural accommodation theories to argue that there are strong economic imperatives—expressed in terms of customer-based brand equity—for adopting a multicultural advertising approach in ECM settings. We also offer propositions regarding key framework constructs and moderating variables. This research contributes to the growing research focus on marketing communication strategies in ECMs. Further, the present research enriches our understanding of consumer behavior through the focus on the highly multicultural and unequal South African society which mirrors changing populations in other emerging and western countries.

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