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dc.contributor.authorJohnson, Guillaume D.*
dc.date.accessioned2013-06-25T11:07:50Z
dc.date.available2013-06-25T11:07:50Z
dc.date.issued2013
dc.identifier.issn2078-5585
dc.identifier.urihttps://basepub.dauphine.fr/handle/123456789/11490
dc.language.isoenen
dc.subjectPost-apartheid era
dc.subjectCross-cultural differences
dc.subjectGroup identity
dc.subjectAdvertising
dc.subjectEthnicity
dc.subjectRacism
dc.subject.ddc658.8en
dc.subject.classificationjelD.D1.D12en
dc.subject.classificationjelM.M3.M31en
dc.title"Does race really matter?" Consumer identity and advertising effectiveness in post-apartheid South Africa
dc.typeArticle accepté pour publication ou publié
dc.description.abstractenThis 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.
dc.relation.isversionofjnlnameSouth African Journal of Business Management
dc.relation.isversionofjnlvol1
dc.relation.isversionofjnlissue2
dc.relation.isversionofjnldate2013
dc.relation.isversionofjnlpages11-17
dc.relation.isversionofjnlpublisherAssociation of Professional Managers in South Africa
dc.subject.ddclabelMarketingen
dc.relation.forthcomingnonen
dc.relation.forthcomingprintnonen
dc.description.ssrncandidatenon
dc.description.halcandidateoui
dc.description.halcandidateoui
dc.description.readershiprecherche
dc.description.readershipRecherche
dc.description.audienceInternational
dc.description.audienceInternational
dc.relation.Isversionofjnlpeerreviewedoui
dc.relation.Isversionofjnlpeerreviewedoui
dc.date.updated2016-09-12T09:25:30Z
hal.person.labIds1032*
hal.identifierhal-01655179*


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