The effects of advertising ethnic cues on brand love, brand attachment and attitude toward the brand

Purpose – In this paper, two studies examine the effects of Hispanic-targeted ads on three consumer-brand relationships (i.e. brand love, brand attachment and attitude toward the brand) and their behavioral outcomes. Additionally, this paper aims to examine how product involvement moderates these ef...

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Bibliographic Details
Published in:Spanish Journal of Marketing-ESIC
Main Authors: Rozbeh Madadi, Ivonne M. Torres, Reza Fazli-Salehi, Miguel Ángel Zúñiga
Format: Article
Language:English
Published: Emerald Publishing 2021-10-01
Subjects:
brand love
brand attachment
brand loyalty
product involvement
Online Access:https://www.emerald.com/insight/content/doi/10.1108/SJME-06-2021-0099/full/pdf?title=the-effects-of-advertising-ethnic-cues-on-brand-love-brand-attachment-and-attitude-toward-the-brand

Internet

https://www.emerald.com/insight/content/doi/10.1108/SJME-06-2021-0099/full/pdf?title=the-effects-of-advertising-ethnic-cues-on-brand-love-brand-attachment-and-attitude-toward-the-brand

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