n South African Journal of Business Management - "Does race really matter?" Consumer identity and advertising effectiveness in post-apartheid South Africa

Volume 44, Issue 2
  • ISSN : 2078-5585


This study examines the effects of consumers' multiple identities on advertising effectiveness. Based on the In-group Bias Theory, the study investigates how the race of an advertisement model, in comparison to another social identity (i.e. socioeconomic position), influences advertising effectiveness. Results indicate that, even though race "matters", the socioeconomic position of the model also predicts advertising effectiveness depending on viewers' racial group. Findings suggest ways to design successful cross-cultural advertising strategies in post-apartheid South Africa.

Loading full text...

Full text loading...


Article metrics loading...


This is a required field
Please enter a valid email address
Approval was a Success
Invalid data
An Error Occurred
Approval was partially successful, following selected items could not be processed due to error