Original Research

“Does race really matter?” Consumer identity and advertising effectiveness in post-apartheid South Africa

G. D. Johnson
South African Journal of Business Management | Vol 44, No 2 | a152 | DOI: https://doi.org/10.4102/sajbm.v44i2.152 | © 2018 G. D. Johnson | This work is licensed under CC Attribution 4.0
Submitted: 05 April 2018 | Published: 28 June 2013

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G. D. Johnson, Dauphine Recherches en Management (DRM), UMR, Université Paris-Dauphine,, France

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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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