Abstract
Purpose In this paper, two studies examine the effects of Hispanic-targeted ads on three consumer-brand relationships (i.e. brand love, brand attachment and attitude toward the brand) and their behavioral outcomes. Additionally, this paper aims to examine how product involvement moderates these effects. Design/methodology/approach Study 1 demonstrates the linkages between three consumer–brand relationships (i.e. brand love, brand attachment and attitude toward the brand) and their antecedents. In Study 2, by testing the nomological network of the antecedents and consequences of brand love, the authors extend the results of the previous study. Findings Study 1 provides evidence that ethnic advertising has the strongest effect on brand love in comparison with other alternative consumer-brand relationship constructs. In Study 2, results show that only for low-involvement products, the perceived similarity of customers with Hispanic models in ads could lead to a higher positive attitude toward the ad. However, in the high-involvement condition, perceived similarity did not mediate the relationship between those constructs, which is in line with Elaboration Likelihood Model. Practical implications From the practical and managerial perspective, this paper proposes that managers should concentrate on ads with ethnic cues, especially for low involvement products. Hence, it would be worthwhile for companies to consider ads with ethnic cues to effectively develop deep consumer–brand relationships. Originality/value This paper investigates the effects of targeted ads on deeper relationships (e.g. brand love) and its behavioral consequences. Therefore, the authors show how Hispanic targeted ads could lead to deep consumer–brand relationships which encompass both the mind and heart of customers.
Highlights
Marketing managers are constantly seeking new ways to engage or communicate with specific ethnic groups due to ongoing increase in the purchasing power of ethnic minorities in the USA (Lee et al, 2013; Zúñiga and Torres, 2015)
The results show a significant relationship between strength of ethnic identification, perceived similarity and attitude toward the ad, which is in line with previous articles (Madadi et al, 2021; Torres and Briggs, 2005)
We found that brand love is better explained by attitude toward the ad than brand attachment
Summary
Marketing managers are constantly seeking new ways to engage or communicate with specific ethnic groups due to ongoing increase in the purchasing power of ethnic minorities in the USA (Lee et al, 2013; Zúñiga and Torres, 2015). Brand love is not limited to emotions and encompasses seven core elements: self-brand integration, passion-driven behaviors, positive emotional connection, long-term relationship, positive overall attitude valence, attitude certainty and confidence (i.e. the strength of attitude) and anticipated separation distress (Batra et al, 2012; Bagozzi et al, 2017). This new perspective on brand love assumes that the relationships among brands and consumers have variable trajectories, enabling an investigation of the effect of advertising on brand love. The dimensions of brand love include constructs such as attachment, engagement, trust and attitude and the connection between experience and engagement (Batra et al, 2012; Bagozzi et al, 2017; Machado et al, 2019; Junaid et al, 2019)
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