Endorser ethnicity impact on advertising effectiveness: effects of the majority vs. minority status of the target audience
Author:
Affiliation:
1. Department of Management and Marketing, College of Business and Economics, Qatar University, Doha, Qatar
2. School of Communication, Northwestern University, Evanston, IL, USA
Publisher
Informa UK Limited
Subject
Marketing,Business and International Management
Link
https://www.tandfonline.com/doi/pdf/10.1080/13527266.2016.1184707
Reference38 articles.
1. Brand Positioning Through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture
2. Black, White, Hispanic, and Asian American Adolescents' Responses to Culturally Embedded Ads
3. A Review Study of Developing an Advertising Strategy for Westerner’s Companies among Middle East Countries: the Islamic Perspective
4. Attitude toward the Ad and Brand Choice
5. White Consumer Response to Asian Models in Advertising
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