Article
Effective Cross-cultural Advertising: Moderating Roles of Ethnic Identity and Religiosity in Pitching Controversial Vs. Non-controversial Products to Diasporic Communities
Journal of Intercultural Communication Research
ORCID Identifiers
Document Type
Article
Publication Date
1-1-2021
Abstract
This study evaluates the impact of casting ethnically identical actors in advertisements to elicit a favourable attitude towards the advertisement and the product. Our study explores the effectiveness of cross-cultural advertising and investigates the effectiveness of advertisements. In this experimental study, a national sample (N = 252) was recruited with an equal number of Indian and Middle Eastern subjects, which were randomly chosen across the United States. The results reflect that attitude formation patterns for Indians and Middle Easterners are dissimilar when they are exposed to advertisements containing actors with varied ethnicities.
DOI Link
10.1080/17475759.2021.1966074
Publisher
Informa UK Limited
Disciplines
Keywords
- Controversial and non-controversial product ads,
- Cross-cultural advertising,
- Diaspora,
- Ethnicity,
- Social identification
Scopus ID
85116562502
Indexed in Scopus
Yes
Open Access
No
https://doi.org/10.1080/17475759.2021.1966074
Citation Information
Mian Asim, Azmat Rasul and Donghee Shin. "Effective Cross-cultural Advertising: Moderating Roles of Ethnic Identity and Religiosity in Pitching Controversial Vs. Non-controversial Products to Diasporic Communities" Journal of Intercultural Communication Research (2021) ISSN: <a href="https://v2.sherpa.ac.uk/id/publication/issn/1747-5759" target="_blank">1747-5759</a> Available at: http://works.bepress.com/donghee-shin/32/