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This paper aims to explore the effectiveness of ethnically targeted ads in developing consumer–brand relationships through an application of social identification theory and elaboration likelihood model among African American consumers in the service sector.

Study 1 used a 2 (service type: hedonic vs utilitarian) × 2 (strength of ethnic identification: high vs low) between-subjects experimental design. Study 2 used the same experimental design, procedure and ads as Study 1.

Taken together, the findings from these two studies demonstrate how ethnically targeted advertising, in conjunction with service type, can influence consumer–brand relationships. The results showed that those with high strength of ethnic identification had more brand love, as well as higher intentions to spread positive word-of-mouth, purchase intention and brand loyalty for hedonic services, but that this effect was not significant for utilitarian services.

The environments in which advertisements appear (e.g. in an in-store display or a magazine advertisement) is important, and consumers’ reactions to targeted ads in various environments should be considered in future research. Future studies should also examine the role of individuals’ personality traits and level of acculturation in determining their relationships with brands.

Across two studies, the authors demonstrated that ethnic ads are more effective for African American individuals with high level of ethnic identification especially for hedonic services.

This study examines the impact of college education on incorporated and unincorporated self-employments. It specifically compares the effects on African Americans and Hispanics with the effects on Whites.

The study sample was drawn from the US Current Population Survey between 1989 and 2018. Based on a sample size of 1,657,043 individuals, this study employed logit regression models to test the hypotheses. Racial variations were examined using African Americans and Hispanics as moderators.

The results suggest that college education increases incorporated self-employment and reduces unincorporated self-employment. The impact of college education on incorporated self-employment is stronger for African Americans and Hispanics than for Whites. In contrast, its effect on unincorporated self-employment is stronger for Whites than for African Americans and Hispanics.

The findings provide empirical evidence of how college experience changes the motivation of starting an incorporated or unincorporated business. The results suggest that college education impacts African Americans and Hispanics differently than Whites in pursuing their career path of entrepreneurship.

It is the first study that examines the relationship between college education and incorporated/unincorporated self-employment. It also sheds light on radical variations.

Analyses how HIV/AIDS has affected African Americans, who are acknowledged as a vulnerable racialized group, along with Puerto Ricans. Defines the term of racialized social system as a society where part of the stratification system is designed to reank people based on their racial classification. Sheds light on AIDS and ethnicity through copious use of figures and tables. Summarizes that there is little control over tehir own community economics for African Americans, legitimately, as HIV runs riot. Urges a race‐conscious approach to the HIV/AIDS epidemic.

Although a significant number of employment fields and categories have followed the trend of increasing the number of minority employees in their profession, professional selling remains a profession dominated by the presence of Caucasian males. Racial minorities and their performance in a professional selling environment have yet to be examined in depth. Understanding why there are so few African‐Americans in professional selling is important. However, analyzing and comprehending what these salespeople accomplish once they obtain professional sales positions should also be of considerable interest, which this paper seeks to examine.

Utilizing a sample of 294 African‐American and Caucasian salespeople, the present manuscript empirically examines a variety of important work‐related perceptions and behaviors, and the performance levels of separate races of salespeople, to determine whether differences exist based on the race of the salesperson.

Results indicate that African‐American and Caucasian salespeople do not exhibit significant differences in terms of their psychological climate perceptions, customer relationship effort, and overall performance. Additionally, the results indicate that racial similarity between the sales manager and the sales representative significantly influences the aforementioned perceptions and performance of salespeople.

Managerial implications suggest that managerial‐level training should be utilized to create sales atmospheres that create equal opportunities for all salespeople. Sales executives will also be able to utilize the results from the present study as evidence that separate races of salespeople appear to be equally qualified to perform the job.

States that there has been a recent explosion in the publication of reference works in the field of African American studies which indicates the mature field of scholarship being achieved in this area. Provides a bibliographic guide for those wishing to identify and use research tools for studying African American literature.

The study analyzes different early African‐American life insurance enterprises and illustrates how these organizations significantly influenced both cultural and economic development in African‐American communities. Because African Americans purchased at least one billion‐dollars worth of insurance by the end of the 1930s and because African‐American insurance companies carried at least $340,000,000 of this insurance, African Americans also played a significant role in developing the United States’ financial infrastructure during the first half of the twentieth century. This paper explores the cultural and economic issues used by this industry to overcome the environment constraints that hindered many other African‐American industries.

Attempts to extend the work of a study which examined the differences that exist between the attitudes of White and African American college business students using the Blacks in Business Scale (Stevens, 1984). Considers particularly the perception of white students with regards to their beliefs about African Americans. Concludes that White students hold a positive view of their counterparts but African Americans still believe that White students have a less positive view of African Americans than they themselves possess. Discusses the implications for managers.

This study investigates the perceptions of leadership of African American undergraduate males who attend a predominately-White institution in the Southwest after participation in a leadership development program. Research concerning African American undergraduate males in education has been from a deficit-orientated narrative and focused primarily on academic achievement or lack of involvement, with little attention paid to African American males performing leadership. As society continues to focus on graduation and college attendance by African American males, it is important to explore African American undergraduate male leadership as a viable method to engage and influence graduation and attendance. This study examines the way in which African American undergraduate males make meaning and define leadership. Results indicated that African American undergraduate males defined leadership as either leader behaviors or specific characteristics that leaders possess. The study indicates a need for leadership educators and student affairs professionals to develop and implement a common language concerning leadership with student leader

Knowing how to target the African‐American market effectively is of great importance, as this segment has different values, needs and wants, and buying power. This study explores the initial stages of the decision‐making process of African‐American mothers who have a child or children under the age of seven who wear play‐wear. This study identifies children's clothing needs, advertising information used in the search process, stores searched and frequency of shopping, and the types of fabric and decorations preferred by the mothers. The findings from the focus group interviews suggest that African‐American mothers have unique needs to be met for their children's clothing. They rely on external search with an emphasis on magazines. They prefer cotton fabrics and decorations representing flowers or animals.

The effectiveness of work groups can be strongly affected by their “cohesiveness”. This study examined stereotypes held by African‐American college students regarding African‐American, Euro‐American, and Hispanic persons. The 92‐items in Schein’s Descriptive Questionnaire were rated by subjects (graduating African‐American undergraduate business students) as either positive (e.g. intelligent, persistent, ambitious, etc.) or negative (e.g. uncertain, passive, nervous, etc.). A total of 55 items were characterized as positive while 11 were considered negative. African‐American students perceived African‐Americans in general in a favorable light when compared to Euro‐Americans and Hispanic persons. The potential effects of such perceptions on African‐Americans’ integration into business organizations and mixed working groups are discussed.