2015 | OriginalPaper | Chapter
Tracing the Impact of Consumer Animosity in In-groups towards Out-group focused Endorsements in Multicultural Environments
Authors : Mubbsher Munawar Khan, Bodo B. Schlegelmilch
Published in: Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…
Publisher: Springer International Publishing
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In multi-cultural environments, product endorsements addressing minority groups may not be appreciated by the majority of consumers. This renders such endorsements potentially controversial should there be animosity between the majority (in-group) and minority (out-group).