Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/218510 
Authors: 
Year of Publication: 
2013
Citation: 
[Journal:] South African Journal of Business Management [ISSN:] 2078-5976 [Volume:] 44 [Issue:] 2 [Publisher:] African Online Scientific Information Systems (AOSIS) [Place:] Cape Town [Year:] 2013 [Pages:] 11-17
Publisher: 
African Online Scientific Information Systems (AOSIS), Cape Town
Abstract: 
This study examines the effects of consumers' multiple identities on advertising effectiveness. Based on the In-group Bias Theory, the study investigates how the race of an advertisement model, in comparison to another social identity (i.e. socioeconomic position), influences advertising effectiveness. Results indicate that, even though race "matters", the socioeconomic position of the model also predicts advertising effectiveness depending on viewers' racial group. Findings suggest ways to design successful cross-cultural advertising strategies in post-apartheid South Africa.
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Creative Commons License: 
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Document Type: 
Article

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