Work

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

Year: 2013

Type: article

Abstract: 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.

Source: South African Journal of Business Management

DOI: 10.4102/sajbm.v44i2.152

Author: G. D. Johnson

Institutions: Dauphine Recherches en Management, Université Paris Dauphine-PSL

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Reduced inequalities

Open Access status: gold

Estimated APC paid: $650