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dc.contributor.authorJohnson, Guillaume D.*
dc.date.accessioned2015-04-07T09:33:13Z
dc.date.available2015-04-07T09:33:13Z
dc.date.issued2009
dc.identifier.urihttps://basepub.dauphine.fr/handle/123456789/14873
dc.language.isoenen
dc.subjectResponsabilité sociétaleen
dc.subjectConsommateursen
dc.subjectComportementen
dc.subjectPublicitéen
dc.subjectAfrique du Suden
dc.subjectSocial responsibility of businessen
dc.subjectConsumers' attitudeen
dc.subjectConsumers' perceptionsen
dc.subjectMulti-racial advertisingen
dc.subjectSouth Africaen
dc.subject.ddc658.8en
dc.subject.classificationjelD.D1.D11en
dc.subject.classificationjelD.D1.D12en
dc.subject.classificationjelM.M1.M14en
dc.subject.classificationjelM.M3.M31en
dc.subject.classificationjelM.M3.M37en
dc.titleThe Social Dimension of Multi-Racial Advertising: Its Impact on Consumers’ Attitudeen
dc.typeArticle accepté pour publication ou publié
dc.description.abstractenSince 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.en
dc.relation.isversionofjnlnameSouth African Journal of Business Management
dc.relation.isversionofjnlvol40en
dc.relation.isversionofjnlissue2en
dc.relation.isversionofjnldate2009
dc.relation.isversionofjnlpages45-52en
dc.relation.isversionofjnlpublisherAssociation of Professional Managers in South Africaen
dc.subject.ddclabelMarketingen
dc.relation.forthcomingnonen
dc.relation.forthcomingprintnonen
dc.description.halcandidateoui
dc.description.readershipRecherche
dc.description.audienceInternational
dc.relation.Isversionofjnlpeerreviewedoui
hal.person.labIds1032*
hal.identifierhal-01655731*


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