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"Does race really matter?" Consumer identity and advertising effectiveness in post-apartheid South Africa

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Date
2013
Dewey
Marketing
Sujet
Post-apartheid era; Cross-cultural differences; Group identity; Advertising; Ethnicity; Racism
JEL code
D.D1.D12; M.M3.M31
Journal issue
South African Journal of Business Management
Volume
1
Number
2
Publication date
2013
Article pages
11-17
Publisher
Association of Professional Managers in South Africa
URI
https://basepub.dauphine.fr/handle/123456789/11490
Collections
  • DRM : Publications
Metadata
Show full item record
Author
Johnson, Guillaume D.
1032 Dauphine Recherches en Management [DRM]
Type
Article accepté pour publication ou publié
Abstract (EN)
This study examines the effects of consumers' multiple identities on advertising effectiveness. Based on the In-group Bias Theory, the study investigates how the race of an advertisement model, in comparison to another social identity (i.e. socioeconomic position), influences advertising effectiveness. Results indicate that, even though race "matters", the socioeconomic position of the model also predicts advertising effectiveness depending on viewers' racial group. Findings suggest ways to design successful cross-cultural advertising strategies in post-apartheid South Africa.

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