Culture, Connection, and Conversion: How Ethnic Identity Influences the Effectiveness of Retail Marketing Messages

Ana Beatriz Agostinho Campos

College: College of Business and Public Management

Major: BS.MARKETING

Faculty Research Mentor: Salehi, Reza Fazli

Abstract:

Title: Culture, Connection, and Conversion: How Ethnic Identity Influences the Effectiveness of Retail Marketing MessagesAuthor: Ana Beatriz Agostinho Campos, Department of Marketing, Kean UniversityAbstract:As consumer populations become increasingly diverse, it is essential for retailers to understand the influence of ethnic identity on responses to marketing messages. Prior research published in the Journal of Consumer Research and the Journal of Business Research demonstrates that culturally congruent advertising enhances consumer attitudes, emotional connection, and purchase intention. Evidence indicates that consumers with strong ethnic identification respond more favorably to advertisements reflecting their cultural values, imagery, and social experiences, as such messages increase perceived authenticity and self-brand connection.Survey-based and experimental studies have found that culturally relevant advertisements result in significantly higher levels of trust, engagement, and brand favorability compared to culturally neutral messages. For instance, multicultural advertising research reveals that consumers are more likely to view brands positively and express greater purchase intent when their cultural identity is represented. This effect is attributed to the ability of culturally resonant marketing to strengthen psychological identification with the brand, increase feelings of recognition, and enhance emotional relevance.Collectively, these findings indicate that ethnic identity is a critical factor in shaping perceptions and responses to retail marketing messages. Culturally resonant advertising increases marketing effectiveness by fostering stronger emotional bonds, building trust, and encouraging purchase behavior among diverse consumer groups. Recognizing these dynamics enables retailers to develop more inclusive and effective marketing strategies that better engage multicultural audiences.