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

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References

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2009Why do I identify with thee? Let me count three ways: How ad context influences race‐based character identification32 cited
2007South Africa poised to become a loyalty marketing gem28 cited
2007Compared to whom? The impact of status on third person effects in advertising persuasion in a South African context16 cited

Cited by

2022Literary Criticism in Advertising and Consumer Research: Revisiting Barbara Stern19 cited
2019Brokering Intercultural Relations in the Rainbow Nation: Introducing Intercultural Marketing8 cited

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