The Influence of Acculturation and In-Group Bias on Source Credibility: The Case of Asian American Female Consumers

研究成果: Article査読

4 被引用数 (Scopus)

抄録

While research on cultural variables influencing source credibility has been called for by scholars, very few studies have made attempts thus far. In this study, an experiment was conducted to investigate the effects of acculturation and in-group bias on Asian Americans' perceived source credibility and advertising effectiveness. The results indicate that while acculturation had some effects on the subcomponents of credibility, in-group bias did not have an effect on credibility and Asian Americans' advertising responses.

本文言語English
ページ(範囲)254-274
ページ数21
ジャーナルJournal of Promotion Management
18
2
DOI
出版ステータスPublished - 2012 4 1
外部発表はい

ASJC Scopus subject areas

  • Marketing

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