研究生: |
朵 妮 Antonina Pashchenko |
---|---|
論文名稱: |
Social Identity Theory and Advertising: Should Caucasian Models Dominate the Asian Market? Social Identity Theory and Advertising: Should Caucasian Models Dominate the Asian Market? |
指導教授: |
林孟彥
Meng-Yen Lin 葉穎蓉 Ying-Jung Yeh |
口試委員: | 何秀青 |
學位類別: |
碩士 Master |
系所名稱: |
管理學院 - 管理學院MBA School of Management International (MBA) |
論文出版年: | 2018 |
畢業學年度: | 106 |
語文別: | 英文 |
論文頁數: | 38 |
中文關鍵詞: | Social Identity Theory 、Ethnic Identity 、Advertising |
外文關鍵詞: | Social Identity Theory, Ethnic Identity, Advertising |
相關次數: | 點閱:136 下載:3 |
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In many Asian countries adopting global look in advertising has become a common practice. This global look is usually associated with Caucasian appearance. The current study examined if this trend is working efficiently in ethnically homogeneous Asian society from consumers’ perspective. The study was performed in Taiwan via consumer research survey. Data showed that overall preference of our respondents is strongly slanted towards Asian models (66%). However, there are certain variations in model preferences when offered a brand of local origin and one of foreign origin. Consistent with the Social Identity Theory, this study demonstrated that as consumers’ ethnic identity increases they tend to display a stronger preference for a model of the same ethnicity. The longer Taiwanese stay abroad the more they tend to assimilate into the foreign culture, thus it weakens their ethnic identity and changes their preference from Asian to Caucasian models.
In many Asian countries adopting global look in advertising has become a common practice. This global look is usually associated with Caucasian appearance. The current study examined if this trend is working efficiently in ethnically homogeneous Asian society from consumers’ perspective. The study was performed in Taiwan via consumer research survey. Data showed that overall preference of our respondents is strongly slanted towards Asian models (66%). However, there are certain variations in model preferences when offered a brand of local origin and one of foreign origin. Consistent with the Social Identity Theory, this study demonstrated that as consumers’ ethnic identity increases they tend to display a stronger preference for a model of the same ethnicity. The longer Taiwanese stay abroad the more they tend to assimilate into the foreign culture, thus it weakens their ethnic identity and changes their preference from Asian to Caucasian models.
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