The ethnicity literature within marketing has infrequently considered the impact of ethnic “labels of primary potency”. It appears, therefore, that narketers communicated, and continue to use at times, pejorative advertising messages. This is especially true concerning images they perpetrated of certain minority ethnic groups. This paper will present and examine some examples of these distortions.
CITATION STYLE
Macgregor, R. M. (2015). LABELS OF PRIMARY POTENCY IN MULTI-ETHNIC MARKETING ENVIRONMENTS. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (pp. 465–468). Springer Nature. https://doi.org/10.1007/978-3-319-16937-8_111
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