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.
Zusammenfassung ethno-Marketing, d. h. die ausrichtung von Marketing-Mix-instrumenten auf Zielgruppen, deren unmittelbares oder mittelbares Geburtsland nicht mit dem land übereinstimmt, in dem sie seit längerem leben und konsumieren, ist in klassischen einwanderungsstaaten wie den uSa ein fester Bestandteil der Marketingforschung und -praxis. trotz der erheblichen wirtschaftlichen Bedeutung von Konsumenten mit Migrationshintergrund auch in Deutschland gibt es erst wenige empirische wissenschaftliche arbeiten, die sich mit der Marketing-Gestaltung für ethnische Zielgruppen in Deutschland befassen. Dieser Beitrag integriert deshalb die Befunde von 68 zwischen Januar 1983 und Mai 2010 in englischer Sprache publizierten Studien zum Konsumverhalten und zu Wirkungen von Marketingmaßnahmen von in den uSa lebenden personen mit hispanischem Migrationshintergrund, um mit hilfe von analogieschlüssen hinweise zur Gestaltung von ethno-Marketing-ansätzen in Deutschland abzuleiten. Die uS-zentrierte literaturanalyse wird durch einbezug der wenigen arbeiten zum Marketing für in Deutschland adressierbare ethnische Zielgruppen ergänzt. Die Bestandsaufnahme zeigt, dass positive Kundenreaktionen auf ethno-Marketing nur bei ethnischen Gruppen zu erwarten sind, deren herkunftslandkultur sich von der Kultur ihres Wohnlandes deutlich unterscheidet und die weiterhin ein hohes Identifikationsniveau mit ihrem Herkunftsland aufweisen. aus dieser erkenntnis wird ein Vorgehensvorschlag zur systematischen erkundung der betriebswirtschaftlichen Vorteilhaftigkeit von ethno-Marketing-ansätzen für leistungsangebote von unternehmen abgeleitet. Schlüsselwörter ethno-Marketing · Konsumentenverhalten · türken in DeutschlandAbstract ethnic marketing, i.e. the adaptation of marketing mix instruments to target segments derived from the country of origin of consumers, is an integral part of the marketing research and practice in established immigration countries. Despite the considerable economic importance of consumers with a migration background in Germany there is a scarcity of empirical scholarly papers, which focus on marketing activities for ethnically definable consumer segments residing in Germany. therefore the present paper reviews the results of 68 english-language studies on consumer behavior and effects of marketing activities on hispanics living in the uSa in order to arrive at a better understanding of the design of ethnic marketing measures in Germany. the uS-centered literature analysis is supplemented by the few studies in marketing for ethnic target groups resident in Germany. the analysis shows that positive consumer responses to ethnic marketing campaigns may be expected just in target segments whose country of origin's culture differ significantly from their resident country's culture and who still identify strongly with their country of origin's culture. this insight is used to propose a procedure which aims at assessing the economic net value of ethnic marketing concepts for sales offerings of corporations. Ethno-Marketing: Synopse...
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