Testing the effect of consumer-model racial congruency on consumer behaviour
Black, Asian, and Minority Ethnic (BAME) models continue to be underrepresented in advertising within the fashion and beauty industry. The present research project aims to evaluate the impact of same-raced model adverts on consumer behavior as well as testing consumer-model racial congruence with a...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
SAGE Publications
2019
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| Subjects: | |
| Online Access: | https://repository.londonmet.ac.uk/5932/1/2019_Forbes-Bell.pdf |