清晰
唯物主义
广告
民族
背景(考古学)
连接(主束)
种族多样性
品牌关系
心理学
社会心理学
品牌管理
营销
业务
社会学
工程类
生物
认识论
结构工程
哲学
古生物学
化学
生物化学
人类学
作者
Reza Fazli-Salehi,Ivonne M. Torres,Rozbeh Madadi,Geraldine Rosa Henderson
标识
DOI:10.1016/j.jbusres.2021.08.006
摘要
The purpose of this study is to explore the effect of consumer self-concept clarity and materialism on consumers’ self-brand connection and communal-brand connection as well as purchase intention in the context of ethnically matched, mismatched, or multi-ethnic advertising. The results showed that self-concept clarity has a negative impact on self-brand connection and communal-brand connection for ads featuring multi-ethnic models (but not for ads featuring ethnically matched or mismatched models), while materialism did not exhibit any impact on self-brand connection or communal-brand connection for any of the conditions. A negative relationship between self-concept clarity and materialism was found for the multi-ethnic approach (but not for ads featuring ethnically matched or mismatched models). Marketing practitioners will benefit from these findings by gaining insight on how consumer traits influence consumer-brand relationships in the context of match, mismatch, and multi-ethnic advertising approaches.
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