Advertising to ethnic subcultures: A study with bilingual Korean-Americans

Asia Pacific Journal of Marketing and Logistics

Volumn 13, Issue 2, 2001, Pages 23-44

  Dublish, Sandipa ^a  

^a FAIRLEIGH DICKINSON UNIVERSITY   (United States)

Author keywords

Advertising effectiveness; Ethnic groups; Foreign languages; Korea; USA

Indexed keywords

EID: 84993093576     PISSN: 13555855     EISSN: 17584248     Source Type: Journal    
DOI: 10.1108/13555850110764748     Document Type: Article

References (39)

1. Adelson, Andrea (1989), “English Role in Hispanic Marketing,” The New York Times, (Jan 26), D19, col 1.
2. Advertising Age (1991), “Ethnics Gain Market Clout,” August 5, 1.
3. Albonetti, Joseph G. and Luis V. Dominguez (1989), “Major Influences on Consumer-Goods Marketers' Decision to Target U.S. Hispanics,” Journal of Advertising Research, 29 (February/March), 9–20.
4. American Demographics (1997), “Asian Americans in 2001,” February, [www.demographics.com/publications/ad/97_ad/9702_ad/9702a17.htm]
5. Armstrong, Gary and Philip Kotler (2000), Marketing: An Introduction, Prentice Hall.
6. Brandweek (1998), Asian Prime Time, January 5, p. 17.
7. Cutler, Bob D, Rajshekhar G. Javalgi, and D Steven White (1995), “The Westernization of Asian Print Advertising,” Journal of International Consumer Marketing, 7 (4), 23–37.
8. Delener, Nejdet and James P. Neelankavil (1990), “Informational Sources and Media Usage: A Comparison Between Asian and Hispanic Subcultures,” Journal of Advertising Research, 30 (June/July), 45–52.
9. Deshpande, Rohit and Douglas Stayman (1994), “A Tale of Two Cities: Distinctiveness Theory and Advertising Effectiveness,” Journal of Marketing Research, 31 (February), 57–64.
10. Deshpande, Rohit, Wayne D. Hoyer, and Naveen Donthu (1986), “The Intensity of Ethnic Affiliation: A Study of the Sociology of Hispanic Consumption,” Journal of Consumer Research, 13 (September), 214–220.
11. Dolinsky, Claudia and Richard A. Feinberg (1986), “Linguistic Barriers to Consumer Information Processing: Information Overload in the Hispanic Population,” Psychology and Marketing, 3/4, 261–271.
12. Dublish, Sandipa, Bruce Seaton, and H. Laskey (1998), “Effects of English vs. Spanish Advertisements on Bilingual Hispanics: Moderating Role of Language Dominance,” Developments in Marketing Science, 21, p. 165–173.
13. Faber, Ronald J. and Thomas C. O'Guinn (1991), “Does Translating Language Translate to More Effective Advertising? Hispanic Viewers' Perceptions of English versus Spanish language advertisements,” proceedings of the 1991 Conference of the American Academy of Advertising.
14. Faulkner, Kevin (1998), “Can Asians as Asians Belong Here?” [http://www.china-net.org/CCF95/cccf9516-3.html]
15. Feinberg, Richard A. (1988), “The Detrimental Effects of Presenting English Advertising to the U.S. Hispanic Consumers,” talk prepared for the 1988 New York Hispanic Market Seminar Program (Feb 10), Strategy Research Corporation.
16. Foster, J. Robert, Gary L. Sullivan, and Victoria Perea (1989), “Comprehension of Spanish Language Ad Claims by Hispanic Consumers: A Comparison of Bilingual and Monolingual Performance,” Southwest Journal of Business and Economic Research, 6 (2/3), 13–18.
17. GAO (1990), “Asian Americans: A Status Report,” United States General Accounting Office.
18. Green, P.E., F.J. Carmone Jr., and J. Kim (1990), “A Preliminary Study of Optimal Variable Weighting in K-Means Clustering,” Journal of Classification, 7, 271–285.
19. Haarmann, Herald (1984), “The Role of Ethnocultural Stereotypes and Foreign Languages in Japanese Commercials,” International Journal of the Sociology of Language, 50, 101–121.
20. Haarmann, Herald (1986), “Language in Ethnicity”. Mouton de Gruyter.
21. Hernandez, Sigfredo A. and Larry M. Newman (1992), “Choice of English vs. Spanish Language in Advertising to Hispanics,” Journal of Current Issues and Research in Advertising, 14 (2), 35–45.
22. Hoyer, Wayne D. and Deborah K. MacInnis (1997), Consumer Behavior: Houghton Mifflin Company.
23. Khairullah, Durriya Z, Frances Gaither Tucker, and Clint B. Tankersley (1996), “Acculturation and Immigrant Consumers' Perceptions of Advertisements: A Study Involving Asian-Indians,” International Journal of Commerce and Management, 6 (3/4), 81–104.
24. Koslow, Scott, Prem N. Shamdasani, and Ellen E. Touchstone (1994), “Exploring Language Effects in Ethnic Advertising: A Sociolinguistic Perspective,” Journal of Consumer Research, 20 (March), 575–585.
25. Laroche, Michel, Chankon Kim, Michael K. Hui, and Marc A. Tomiuk (1998), “Test of a Nonlinear Relationship between Linguistic Acculturation and Ethnic Identification,” Journal of Cross-Cultural Psychology, 29 (3), 418–433.
26. Laroche, Michel, Chankon Kim, Michael K. Hui (1997), “A Comparative Investigation of Dimensional Structures of Acculturation for Italian Canadians and Greek Canadians,” The Journal of Social Psychology, 137 (3), 317–331.
27. Leslie, Gerald R., Richard F. Larson, and Benjamin L. Gruman (1976), Introductory Sociology: Order and Change in Society, 2nd. ed., New York: Oxford University Press.
28. Mendoza, Richard H. (1989), “An Empirical Scale to Measure Type and Degree of Acculturation in Mexican-American Adolescents and Adults,” Journal of Cross-Cultural Psychology, 20 (December), 372–385.
29. Neelankavil, James P., Venkatapparao Mummaleneni, and David N. Sessions (1995), “Use of Foreign Language and Models in Print Advertisements in East Asian Countries: A Logit Model Approach,” European Journal of Marketing, 29 (4) 24–38.
30. Newton, Julia Gantt (1986), “A Study of the Importance of Spanish vs. English Language Radio Commercials - An Experiment,” Unpublished Doctoral Dissertation, The University of Texas at Austin.
31. Nicholls, J.A.F. and Peter Roslow (1996), “Main Message Retention: How Important is Language When Advertising to Hispanics?” Marketing Research, 8 (1), 39–45.
32. O'Guinn, Thomas C. and Ronald J. Faber (1986), “Advertising and Subculture: The Role of Ethnicity and Acculturation in Market Segmentation,” Current Issues and Research in Advertising, 9, 133–147.
33. Qualls, William J. and David J. Moore (1990), “Stereotyping Effects on Consumers' Evaluation of Advertising: Impact of Racial Differences between Actors and Viewers,” Psychology and Marketing, 7 (Summer), 131–151.
34. Roslow, Peter, and J.A.F. Nicholls (1996), “Targeting the Hispanic Market: Comparative Persuasion of TV Commercials in Spanish and English,” Journal of advertising Research, May/June, 67–77.
35. Taylor, Charles R. and Barbara B. Stern (1987), “Asian Americans: Television Advertising and the “Model Minority” Stereotype,” Journal of Advertising, 26 (2), 47–61.
36. Ueltschy, Linda C. and Robert F. Krampf (1997), Journal of Applied Business Research, 13(2), 87–101.
37. Valencia, Humberto (1985), “Developing an Index to Measure Hispanicness,” Advances in Consumer Research, 12, 118–121.
38. Whittler, Tommy E. (1991), “The Effects of Actors' Race in Commercial Advertising: Review and Extension,” Journal of Advertising, 20 (1), 54–60.
39. Yim, Yong Soon (1989), “American Perceptions of Korean Americans,” Korea and World Affairs, 13 (3), 519–54.”