Social identification theory and the elaboration likelihood model: impact of strength of ethnic identification among African American consumers on services advertising evaluations

• Published in: The Journal of consumer marketing Vol. 41; no. 2; pp. 196 - 212
• Main Authors: Madadi, Rozbeh, Torres, Ivonne M., Fazli-Salehi, Reza, Zúñiga, Miguel Ángel
• Format: Journal Article
• Language: English
• Published: Santa Barbara Emerald Publishing Limited 11.03.2024; Emerald Group Publishing Limited
• Subjects: Advertising; African Americans; Consumer behavior; Consumers; Cultural heritage; Customer services; Ethnicity; Identification; Influence; Marketing; Minority & ethnic groups; Purchase intention; Social identity; United States > US; Brand love; Service types; Strength of ethnic identification; Social identification theory; Elaboration likelihood model; African American consumers

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...