Multicultural advertising: Impact of consumers' need to belong and brand use on self-brand connection and communal-brand connection
The purpose of this study is to explore the effect of need to belong and brand use as an identity signal in multiethnic advertising compared to other advertising approaches. The results indicate that consumers' need to belong has a positive direct relationship with self-brand connection and com...
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Published in | Journal of marketing communications Vol. 30; no. 1; pp. 74 - 101 |
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Main Authors | , , , |
Format | Journal Article |
Language | English |
Published |
London
Routledge
02.01.2024
Taylor & Francis Ltd |
Subjects | |
Online Access | Get full text |
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