“…Studies from advertising and online social media promotion show that ethnic matching or ethnic targeted messages can lead to more positive perceptions of the brand by the target's group (Aaker, Brumbaugh, & Grier, 2000;Dimofte et al, 2004;Kim & Cheong, 2011;Roslow & Nicholls, 1996;Spence, et al, In press). For instance, in a study of athlete endorsements for a golf product (Kim & Cheong, 2011), the authors found that when the athlete matched the ethnicity of the consumer, there was a positive attitude toward the brand and a greater perception that there was a fit between the athlete and the brand, leading to more positive brand attitudes and purchase intentions.…”