Endorser ethnicity impact on advertising effectiveness : effects of the majority vs. minority status of the target audience
Year of publication: |
September 2018
|
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Authors: | Sobh, Rana ; Soltan, Khaled |
Published in: |
Journal of marketing communications. - Abingdon : Taylor & Francis, ISSN 1352-7266, ZDB-ID 1317851-9. - Vol. 24.2018, 6, p. 634-647
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Subject: | Endorser ethinicity | advertising effectiveness | minority groups | GCC countries | Ethnische Gruppe | Ethnic group | Werbewirkung | Advertising effects | Arabische Golf-Staaten | Gulf countries | Konsumentenverhalten | Consumer behaviour | Minderheit | Minority | Zielgruppe | Target group | Werbung | Advertising |
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