The Impact of Hispanic-Targeted Advertising on Consumers’ Brand Love in Services

Volume: 33, Issue: 2, Pages: 137 - 158
Published: May 29, 2020
Abstract
In advertising, many targeted advertisements (ads) focus on a specific ethnic group. However, limited research exists about the effect that ads have on developing relationships between the consumer and brand, especially brand love (i.e., the deepest consumer-brand relationship). From an elaboration likelihood model (ELM) perspective, we investigate the determinants as well as the direct and indirect effects of ethnic identification on the...
Paper Details
Title
The Impact of Hispanic-Targeted Advertising on Consumers’ Brand Love in Services
Published Date
May 29, 2020
Volume
33
Issue
2
Pages
137 - 158
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