Multicultural advertising: The impact of consumers’ self-concept clarity and materialism on self-brand connection and communal-brand connection
Abstract
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...
Paper Details
Title
Multicultural advertising: The impact of consumers’ self-concept clarity and materialism on self-brand connection and communal-brand connection
Published Date
Dec 1, 2021
Journal
Volume
137
Pages
46 - 57
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