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Keywords: Social identification theory
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Journal Articles
Social identification theory and the elaboration likelihood model: impact of strength of ethnic identification among African American consumers on services advertising evaluations
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Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2024) 41 (2): 196–212.
Published: 05 March 2024
...Rozbeh Madadi; Ivonne M. Torres; Reza Fazli-Salehi; Miguel Ángel Zúñiga 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...
