White Consumer Response to Asian Models in Advertising
- 1 February 1992
- journal article
- research article
- Published by Emerald Publishing in Journal of Consumer Marketing
- Vol. 9 (2) , 17-23
- https://doi.org/10.1108/07363769210036999
Abstract
Discusses consumer response to the use of Asian models to reach the Asian‐American market through mass media advertising. Reports on the results of an empirical study to discover white consumer reactions to Asians in advertising. Summarizes that Asian models achieved a more favourable response advertising products associated with Asian manufacture, a less favourable response with status products, while there is no difference in response for convenience products.Keywords
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