The effects of advertising ethnic cues on brand love, brand attachment and attitude toward the brand

Purpose In this paper, two studies examine the effects of Hispanic-targeted ads on three consumer-brand relationships (i.e. brand love, attachment and attitude toward brand) their behavioral outcomes. Additionally, paper aims to how product involvement moderates these effects. Design/methodology/approach Study 1 demonstrates linkages between consumer–brand antecedents. 2, by testing nomological network antecedents consequences authors extend results previous study. Findings provides evidence that ethnic advertising has strongest effect love in comparison with other alternative relationship constructs. show only for low-involvement products, perceived similarity customers Hispanic models could lead a higher positive ad. However, high-involvement condition, did not mediate those constructs, which is line Elaboration Likelihood Model. Practical implications From practical managerial perspective, proposes managers should concentrate cues, especially low products. Hence, it would be worthwhile companies consider cues effectively develop deep relationships. Originality/value This investigates targeted deeper (e.g. love) its consequences. Therefore, encompass both mind heart customers.