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- Title
How Can You Activate 'Incongruence' in 'Customized Communications' Through African-American Stereotypes? Measuring 'Customized Communication Incongruity' in Advertising.
- Authors
Arora, Anshu Saxena; Jun Wu
- Abstract
There has been a growing stream of research on advertising incongruity when targeting different cultures and stereotypes. We conceptualize that stereotypical activation through print advertisements generates Customized Communication Incongruity (CCI), leading to both positive and negative impact on ad-evoked feelings and overall brand equity. The research proposes and measures Customized Communication Incongruity (CCI) between the ad-message and commonly known African-American cultural stereotypes through 'STAR' framework [Stereotypes (S), Theme (T), Agreement (A) and Relevance (R)], which makes our research 'first' in the field of measuring advertising incongruity through stereotypes. We implement Structural Equation Modeling to examine the hypothesis measuring CCI and its effects on ad-evoked feelings and consumer-based brand equity. The research has strong academic and practical implications for researchers, academicians and practitioners as both positive and negative stereotypes were found to significantly impact ad-evoked feelings and brand equity.
- Subjects
ADVERTISING; COMMUNICATION in marketing; STEREOTYPES in advertising; ADVERTISING &; culture; AFRICAN American consumers
- Publication
Journal of Marketing Development & Competitiveness, 2012, Vol 6, Issue 5, p83
- ISSN
2155-2843
- Publication type
Article