Do Ethnic Marketing Efforts Pay Off?: Interaction Effects of Accomodated Brand and Price on Product Evaluation and Purchase Intention

Manuel Michaelis, University of Muenster, Germany
Hai Van Duong Dinh, University of Muenster, Germany
Tobias Heussler, University of Muenster, Germany
Mareike Meyer, Dieter Ahlert, University of Muenster, Germany; University of Muenster, Germany
As a result of increasing migration, marketers target ethnic groups with culturally accommodated marketing. However, little is known about how ethnic marketing affects consumer response and whether it pays off. Drawing on accommodation theory and existing literature, our paper contributes to the consumer behavior literature by investigating the effects of an accommodated brand on affective and cognitive product evaluation as well as on purchase intention. Results reveal that an accommodated brand does not affect cognitive product evaluation. Moreover, an accommodated brand has a moderating effect on the impact of price on affective product evaluation and purchase intention.
[ to cite ]:
Manuel Michaelis, Hai Van Duong Dinh, Tobias Heussler, and Mareike Meyer, Dieter Ahlert (2009) ,"Do Ethnic Marketing Efforts Pay Off?: Interaction Effects of Accomodated Brand and Price on Product Evaluation and Purchase Intention", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 552-553.