Ethnically Stereotyped Television Advertisements of Low-Involvement Products and Consumer Attitudes towards the Brand in Nairobi County
DOI:
https://doi.org/10.47604/ijcpr.3857Keywords:
Consumer Attitudes, Consumer Behavior, Brand Perception, Television AdvertisingAbstract
Purpose: This study examined the influence of ethnically stereotyped commercial television advertisements for low-involvement products on consumer attitudes towards the advertised brand in Kibra Sub-County, Nairobi.
Methodology: This study employed a descriptive survey research design and applied mixed methods to collect data. Quantitative data were collected from a sample of 368 Kibra residents selected through multistage cluster sampling. Qualitative data were collected using structured questionnaires from six focus group discussions (36 participants) selected through purposive sampling. Quantitative data were analysed using descriptive and inferential statistics (correlation, regression, and ANOVA), while qualitative data were analysed thematically. Parallel triangulation of the findings ensured comprehensive insights.
Findings: Results showed that ethnic stereotyping significantly influenced consumer attitudes across five dimensions: affect, relatability, preference, credibility, and purchase intention.
Unique Contribution to Theory, Practice and Policy: The study recommended that advertising practitioners, brand managers, and creative agencies should exercise greater cultural sensitivity when incorporating ethnic cues in their campaigns.
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