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Keywords: Strength of ethnic identification
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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
... 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...
