• 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

The Social Dimension of Multi-Racial Advertising: Its Impact on Consumers’ Attitude

Johnson, Guillaume D. (2009), The Social Dimension of Multi-Racial Advertising: Its Impact on Consumers’ Attitude, South African Journal of Business Management, 40, 2, p. 45-52

Type
Article accepté pour publication ou publié
Date
2009
Journal name
South African Journal of Business Management
Volume
40
Number
2
Publisher
Association of Professional Managers in South Africa
Pages
45-52
Metadata
Show full item record
Author(s)
Johnson, Guillaume D.
Dauphine Recherches en Management [DRM]
Abstract (EN)
Since the end of the apartheid regime, the number of advertisements casting actors from different racial backgrounds simultaneously has significantly increased. Comments about this development are multi-faceted. While some observers praise this technique as the ideal social mirror of the “new” South Africa, others criticize it as a pervasive commercial tactic. Consistent with this debate, it is important for brands to understand consumers’ perceptions of multi-racial advertising. Indeed, these perceptions are also assumed to influence consumers’ attitude towards the advertised brand. Based on the attribution theory, this study investigates whether South African companies, by integrating a multi-racial feature in an advertisement, create the perception amongst consumers that their advertisement is socially responsible and, in so doing, increase their brand equity. The empirical results of this study support that consumers’ attitude towards a brand is significantly influenced by the extent to which they attribute a social responsibility to its advertisements. Nevertheless, it is also found that using multi-racial advertising is a necessary but not sufficient condition to generate this social attribution.
Subjects / Keywords
Responsabilité sociétale; Consommateurs; Comportement; Publicité; Afrique du Sud; Social responsibility of business; Consumers' attitude; Consumers' perceptions; Multi-racial advertising; South Africa
JEL
D11 - Consumer Economics: Theory
D12 - Consumer Economics: Empirical Analysis
M14 - Corporate Culture; Diversity; Social Responsibility
M31 - Marketing
M37 - Advertising

Related items

Showing items related by title and author.

  • Thumbnail
    No harm done? Culture-based branding and its impact on consumer vulnerability: A research agenda 
    Johnson, Guillaume D.; Ross Adkins, Natalie; Ferguson, Nakeisha S.; Henderson, Geraldine Rosa; Mueller, Rene Dentiste; Mandiberg, James M.; Pullig, Chris; Roy, Abhijit; Zuñiga, Miguel; Kipnis, Eva; Demangeot, Catherine; Broderick, Amanda J. (2011-09) Article accepté pour publication ou publié
  • 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
    Beyond the product. Dynamics of racial contestation within the legalized U.S. cannabis industry 
    Johnson, Guillaume D.; Parigot, Julia; Depeyre, Colette (2018) Communication / Conférence
  • Thumbnail
    Understanding the influence of cross-cultural Consumer-to-Consumer Interaction on consumer service satisfaction 
    Johnson, Guillaume D.; Grier, Sonya A. (2013) Article accepté pour publication ou publié
  • Thumbnail
    L'impact du contrôle des propriétés temporelles des interruptions publicitaires, sur l'accès à l'expérience digitale, son évaluation, et la mémorisation des messages 
    El Bouchikhi, Yassine (2019-05-22) Thèse
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