A product typology based on ethnicity and acculturation

A product typology is developed based on two ethnicity facets. Ethnic origin, the reflective ethnicity facet, is not subject to the volition of a person and is hardly changed by continuous contact with another ethnic group. On the other hand, language of chosen mass media is at least partly determined by a person's extent of acculturation, and is therefore labeled as the formative ethnicity facet. Using the data obtained from a survey of French-Canadians and English-Canadians residing in the metropolitan Toronto area, this paper examines various ethnicity indicators, lifestyles and consumption behaviors as a function of the two ethnicity facets. Implications for future researchers and marketing practitioners will also be discussed

Corporate philanthropy, attitude towards corporations, and purchase intentions: A South Korea study

This study proposes a model integrating attributions about perceived motives of corporation philanthropy (CP), attitude towards the corporations conducting CP, and subsequent purchasing intention. The model is tested in South Korea where the culture and business environment are different from that in North America. Data are collected from two different stakeholder groups of South Koreans (127 managers and 229 consumers: total sample of 356). The results based on the total sample indicate that only when corporations are perceived as conducting CP for public-serving (altruistic) motives, the CP significantly influences attitude towards the corporations. When the sample is divided into the two different stakeholder groups, non-identical patterns of relationships between motives and attitudes are observed. Managers show favorable relationships between motives and attitude, while consumers become skeptical for the reactive motive. The functional relationships between motives and attitude proposed in the model are partially supported with the South Korean data.Corporate philanthropy Motives Stakeholders Attitudes Korea