Multicultural advertising: Impact of consumers' need to belong and brand use on self-brand connection and communal-brand connection

• Published in: Journal of marketing communications Vol. 30; no. 1; pp. 74 - 101
• Main Authors: Fazli-Salehi, Reza, Torres, Ivonne M., Madadi, Rozbeh, Zúñiga, Miguel Ángel
• Format: Journal Article
• Language: English
• Published: London Routledge 02.01.2024; Taylor & Francis Ltd
• Subjects: Advertising; communal-brand connection; Consumers; multicultural advertising; Need to belong; Purchase intention; self-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...