Tribalism and Advertising Effectiveness in Kenya
An Exploratory Study
Bibliographic Data
| ID | 11784240 |
|---|---|
| Authors | Terence Nevett (Central Michigan University, corresponding author), Antuan M Perry (Michigan State University) |
| Year | 2000 |
| Volume | 1 |
| Issue | 1 |
| Pages | 25-39 |
| Publication date | 2000-01-01 |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of African Business (JOURNAL) |
| Journal identifiers | ISSN: 1522-8916 • E-ISSN: 1522-9076 |
| Publisher | Taylor & Francis (PUBLISHER • GB) |
| DOI | 10.1300/j156v01n01_04 |
| OpenAlex | W2197120219 |
| Language | EN |
| Citations received | 2 |
| References cited | 9 |
An exploratory investigation was undertaken in Kenya into the effect of an advertising presenter's tribal identity on the way he/she is perceived by audience members. It was hypothesized that the presenter's tribe could affect the likelihood of an audience member's purchasing the product being advertised, and that this effect could be positive or negative, depending on the tribes of the presenter and the audience member. While not completely substantiating the hypotheses, the research findings suggest that a major problem exists, and that a larger scale study would be justified. Recommendations are made on how advertisers might deal with the implications of tribal identity
Advertising · Affect (linguistics · Business · Identity (music · Political science · Product (mathematics · Purchasing · Tribalism · Tribe · African Sexualities and LGBTQ+ Issues · Global Maritime and Colonial Histories · Postcolonial and Cultural Literary Studies · Psychology · Marketing
| Citations per year | 0.08 |
|---|---|
| Citation span | 2001 - 2025 (25) |
| Highly cited | No |