Purpose

This paper aims to explore the effectiveness of ethnically targeted ads in developing consumer–brand relationships through an application of social identification theory and elaboration likelihood model among African American consumers in the service sector.

Design/methodology/approach

Study 1 used a 2 (service type: hedonic vs utilitarian) × 2 (strength of ethnic identification: high vs low) between-subjects experimental design. Study 2 used the same experimental design, procedure and ads as Study 1.

Findings

Taken together, the findings from these two studies demonstrate how ethnically targeted advertising, in conjunction with service type, can influence consumer–brand relationships. The results showed that those with high strength of ethnic identification had more brand love, as well as higher intentions to spread positive word-of-mouth, purchase intention and brand loyalty for hedonic services, but that this effect was not significant for utilitarian services.

Research limitations/implications

The environments in which advertisements appear (e.g. in an in-store display or a magazine advertisement) is important, and consumers’ reactions to targeted ads in various environments should be considered in future research. Future studies should also examine the role of individuals’ personality traits and level of acculturation in determining their relationships with brands.

Originality/value

Across two studies, the authors demonstrated that ethnic ads are more effective for African American individuals with high level of ethnic identification especially for hedonic services.

中文翻译：

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社会认同理论和精细化可能性模型：非裔美国消费者的种族认同强度对服务广告评估的影响

目的

本文旨在通过在服务业的非裔美国消费者中应用社会认同理论和阐述可能性模型，探讨针对种族的广告在发展消费者与品牌关系方面的有效性。

设计/方法论/途径

研究1采用2（服务类型：享乐型vs功利型）×2（种族认同强度：高vs低）受试者间实验设计。研究 2 使用与研究 1 相同的实验设计、程序和广告。

发现

总而言之，这两项研究的结果表明，针对种族的广告与服务类型相结合如何影响消费者与品牌的关系。结果表明，民族认同强度高的人对享乐性服务有更高的品牌喜爱度，也有更高的传播积极口碑、购买意愿和品牌忠诚度的意愿，但这种效果对于功利性服务并不显着。

研究局限性/影响

广告出现的环境（例如店内展示或杂志广告）很重要，在未来的研究中应考虑消费者在各种环境中对目标广告的反应。未来的研究还应该考察个人的性格特征和文化适应水平在决定他们与品牌的关系方面的作用。

原创性/价值

在两项研究中，作者证明，民族广告对于民族认同度高的非裔美国人更有效，尤其是享乐服务。