The effects of non-stereotypical racially integrated advertising and brand trustworthiness on brand-related attitudes

Abstract

Over the past few years, there has been an increase in the frequency of racial diversity representations in the marketing communication strategies of various brands. Nonetheless, there appears to be inadequate attention given to the investigation of stereotypes, leading to the unfavourable stereotyping of ethnic minority groups. This study aimed to investigate the significance and impact of non­stereotypical racially integrated advertising on brand­related attitudes, as compared to stereotypical racially integrated advertising. The present study endeavours to assess the significance of brand trust in the formation of consumers' brand­related attitudes and evaluations. The findings of the study revealed that brands that are perceived as trustworthy and advertisements that feature non­stereotypical racially integrated content have a more significant and more favourable impact on brand­related outcomes. The findings also suggested that regardless of the type of brand trust, non­stereotypical racially integrated advertising is associated with higher purchase intention compared to stereotypical racially integrated advertising. The results of this experimental study carry crucial implications for advertisers and marketers, highlighting the importance of prioritising the development of meaningful, trustworthy relationships with customers. Additionally, it is recommended that advertisers invest additional time in researching the racial and cultural backgrounds of specific minority groups to ensure that advertising is delivered in a manner that is not harmful or misleading.

Date of Award	29 Jun 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Sofia Jacinto (Supervisor)