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Emotional Ethnic Marketing

Differences Between Emotional Advertising Effectiveness of Population with Turkish Background and German Population in Germany

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German-Turkish Perspectives on IT and Innovation Management

Part of the book series: FOM-Edition ((INTSE))

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Abstract

In Germany the cultural diversity and hereby possible target groups for marketing are growing. Ethnic marketing denominates the orientation of marketing activities to ethnic target groups within a country and is thus sensitive for cultural differences. The following study is based on this approach and supposes that differences can be found in emotional advertising effectiveness between two ethnic groups in Germany, the Germans and the ethnic Turks. It was assumed that humorous advertising spots with objective content provoke a less positive emotional response of ethnic Turks than of Germans. Explicit and additional implicit measurement by using the GfK EMO Scan tool confirmed this assumption for several spots tested in the study, while also revealing additional findings. Furthermore, the study proved for the first time that measurement values from the GfK EMO Scan can predict advertising effect parameters, which have an effect on consuming behavior.

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Authors and Affiliations

  1. Nürnberg, Germany

    Julia Hermann

Authors
  1. Julia Hermann
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Correspondence to Julia Hermann .

Editor information

Editors and Affiliations

  1. Atatürk Üniversitesi İktisadi ve İdari Bilimler Fakültesi, Yakutiye/Erzurum, Turkey

    Fehim Bakırcı

  2. FOM Hochschule für Oekonomie & Management , Essen, Germany

    Thomas Heupel

  3. FOM Hochschule für Oekonomie & Management, Nürnberg, Germany

    Orhan Kocagöz

  4. Atatürk Üniversitesi İktisadi ve İdari Bilimler Fakültesi, Yakutiye/Erzurum, Turkey

    Üstün Özen

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Hermann, J. (2018). Emotional Ethnic Marketing. In: Bakırcı, F., Heupel, T., Kocagöz, O., Özen, Ü. (eds) German-Turkish Perspectives on IT and Innovation Management. FOM-Edition(). Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-16962-6_28

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