National identifications as determinants of the reception of country-of-origin sensitive advertising

Abstract

Purpose – This paper aims to empirically analyze the extent to which advertising reception among consumers with a migration background (German-Turks) is influenced by a person’s strength of national identifications with his/her country-of-origin (COO) and with his/her country-of-residence (COR). The focus is on Turkey-sensitive advertisements (ads) of telecommunication service suppliers in Germany because such communication measures are quite common and about three million German-Turks constitute an economically important group. Design/methodology/approach – Measures of COO and COR identification as well as of three ad reception criteria were obtained in a survey of 291 German-Turks and analyzed via moderated regression models. Findings – Strength of COO identification was a significantly positive predictor of the frequency with which participants remembered Turkey-sensitive ads for telecommunication services. Additionally, COO identification related significantly to two criteria that capture facets of attitudes toward such ads. By contrast, COR identification acted partly as a moderator which attenuated links between respondents’ COO identification and two ad reception measures. Nevertheless, German-Turks with a strong COR identification (i.e. “accultured” consumers) were still receptive to Turkey-sensitive telecommunication services ads even if their self-image was simultaneously strongly dependent on their COO. “Alienated” German-Turks who identify neither with their COO nor with their COR were least responsive to ethnic ads. Practical implications – The research indicates that marketing practitioners should not use uniform communication measures to address migrant consumers with a specific COO but segment this target group further by simultaneously considering their members’ COO and COR identifications. Originality/value – The contribution of this paper results from the simultaneous inclusion of both COO and COR identifications as factors explaining differences in reactions to communication measures among migrant consumers which share the same COO. Furthermore, the scarcity of empirical work on reactions of German-Turks to ethnomarketing is reduced.

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