The purpose of this study is to explore the effect of consumer self-concept clarity and materialism on consumers’ self-brand connection and communal-brand connection as well as purchase intention in the context of ethnically matched, mismatched, or multi-ethnic advertising. The results showed that self-concept clarity has a negative impact on self-brand connection and communal-brand connection for ads featuring multi-ethnic models (but not for ads featuring ethnically matched or mismatched models), while materialism did not exhibit any impact on self-brand connection or communal-brand connection for any of the conditions. A negative relationship between self-concept clarity and materialism was found for the multi-ethnic approach (but not for ads featuring ethnically matched or mismatched models). Marketing practitioners will benefit from these findings by gaining insight on how consumer traits influence consumer-brand relationships in the context of match, mismatch, and multi-ethnic advertising approaches.

本研究的目的是探讨在种族匹配、不匹配或多种族广告的背景下，消费者自我概念清晰度和物质主义对消费者的自我品牌联系和社区品牌联系以及购买意愿的影响。结果表明，对于以多种族模特为特色的广告（但对于以种族匹配或不匹配的模特为特色的广告），自我概念清晰度对自我品牌联系和社区品牌联系有负面影响，而唯物主义对任何条件下的自有品牌连接或公共品牌连接。对于多种族方法（但对于具有种族匹配或不匹配模型的广告），发现自我概念清晰度和唯物主义之间存在负相关关系。