• xmlui.mirage2.page-structure.header.title
    • français
    • English
  • Help
  • Login
  • Language 
    • Français
    • English
View Item 
  •   BIRD Home
  • DRM (UMR CNRS 7088)
  • DRM : Publications
  • View Item
  •   BIRD Home
  • DRM (UMR CNRS 7088)
  • DRM : Publications
  • View Item
JavaScript is disabled for your browser. Some features of this site may not work without it.

Browse

BIRDResearch centres & CollectionsBy Issue DateAuthorsTitlesTypeThis CollectionBy Issue DateAuthorsTitlesType

My Account

LoginRegister

Statistics

Most Popular ItemsStatistics by CountryMost Popular Authors
Thumbnail - Request a copy

Conceptualizing Multicultural Advertising Effects in the "New" South Africa

Johnson, Guillaume D.; Elliott, Roger M.; Grier, Sonya A. (2010), Conceptualizing Multicultural Advertising Effects in the "New" South Africa, Journal of Global Marketing, 23, 3, p. 189-207. 10.1080/08911762.2010.487420

Type
Article accepté pour publication ou publié
Date
2010
Journal name
Journal of Global Marketing
Volume
23
Number
3
Publisher
Haworth Press
Pages
189-207
Publication identifier
10.1080/08911762.2010.487420
Metadata
Show full item record
Author(s)
Johnson, Guillaume D.
Dauphine Recherches en Management [DRM]
Elliott, Roger M.

Grier, Sonya A.
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.
Subjects / Keywords
Multicultural marketing; Advertising effectiveness; customer-based brand equity; corporate social responsibility; South Africa
JEL
M37 - Advertising
M14 - Corporate Culture; Diversity; Social Responsibility
M31 - Marketing

Related items

Showing items related by title and author.

  • Thumbnail
    Targeting without Alienating: Multicultural Advertising and the Subtleties of Targeted Advertising more 
    Johnson, Guillaume D.; Grier, Sonya A. (2011) Article accepté pour publication ou publié
  • Thumbnail
    "What about the Intended Consequences?" Examining the Effects of Race-Stereotyped Portrayals on Advertising Effectiveness 
    Johnson, Guillaume D.; Grier, Sonya A. (2012) Article accepté pour publication ou publié
  • Thumbnail
    "Does race really matter?" Consumer identity and advertising effectiveness in post-apartheid South Africa 
    Johnson, Guillaume D. (2013) Article accepté pour publication ou publié
  • Thumbnail
    Race in the Marketplace - Crossing Critical Boundaries 
    Johnson, Guillaume D.; Thomas, Kevin D.; Harrison, Anthony Kwame; Grier, Sonya A. (2019) Ouvrage
  • Thumbnail
    Re-imagining the marketplace: addressing race in academic marketing research 
    Grier, Sonya A.; Thomas, Kevin D.; Johnson, Guillaume D. (2018) Article accepté pour publication ou publié
Dauphine PSL Bibliothèque logo
Place du Maréchal de Lattre de Tassigny 75775 Paris Cedex 16
Phone: 01 44 05 40 94
Contact
Dauphine PSL logoEQUIS logoCreative Commons logo