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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.

The purpose of this research was to empirically examine the career transitions of mid-career African American women leaving traditional careers for entrepreneurship. The authors illustrate how transition theory and effectuation principles ameliorate an African American woman's transition to entrepreneurship.

The authors conducted semi-structured interviews with nine African American woman entrepreneurs. The data collected were evaluated through the lens of transition theory and effectuation theory.

The study results show that despite being the chief officer, many African American women still face inequalities when negotiating business deals, interacting with partners and when seeking capital for their business. Effectuation theory partially supports an African American woman's career transition to entrepreneurship, but the theory does not fully address the unique experiences of this demographic.

The results of this study reveal that effectuation principles do not fully explain the entrepreneurial career transition experiences of African American women. Theory development and extensions of existing theories should consider the potential discriminatory practices that limit financial resources and strategic partnerships for African American women entrepreneurs. The authors also advocate for consideration of identities, particularly related to gender and race, as factors that contribute to entrepreneurial experiences.

The study findings support the notion that each woman's situation will be different and unique, requiring aspiring African American woman entrepreneurs to assess their individual situation. Consistent access to minority-specific programs can help aspiring African American women entrepreneurs visualize her new identity and provide the support needed to enhance her career transition. There is no one-size-fits-all solution, so each woman will need to craft her own individualized plan.

Findings from this study solidify the role of African American women entrepreneurs as business leaders with influence and direct impact on the US economy. Their success enables African American women to contribute to more inclusive societies through their service to diverse members of society. In addition, their attainment of success serves as a testimony to aspiring African American women that entrepreneurial success is achievable, encouraging more diversity in entrepreneurship.

Few entrepreneurial studies exist on both women and racial minorities, resulting in a paucity of strategies to support African American women throughout their entrepreneurial journey. The results of this study revealed barriers which require specific strategies to address discriminatory lending practices and acceptance when forging new business relationships.

The paper discusses a partnership between Huston–Tillotson University (HT), a Historically Black College and University (HBCU) and the Austin Independent School District (AISD), a minority-serving school district, both in Austin, Texas, with a grant provided by Apple Inc. (Apple). The purpose of the partnerships is that valuable relationships can increase the number of African American male teachers in primary and secondary education in minority-serving public schools. The African American Male Teacher Initiative (AAMTI) at HT was created as an innovative approach to recruit and select 20 African American males each year of a four-year grant provided by Apple.

This paper reviewed the literature on the lack and need for African American male public school teachers. Once the data is established during a three-to-four-year period, a mixed-method approach will be utilized to examine data retrieved from interviews, surveys, demographics of student participants, numerical data and retention and graduation rates. This will establish whether strategic partnerships can successfully increase the number of qualified African American males in public education.

This paper proposes and provides research evidence that African American male teachers can positively impact all students in the classroom setting.

There is limited data to test a hypothesis on the effectiveness of a partnership between the university and public school to increase the number of African American male teachers through recruitment – selection and retention efforts. Therefore, follow-up research is needed for the first graduating class of 2024.

The broader impact of this paper is to show that partnerships between universities and public schools with corporate sponsorship can positively increase the number of African American male teachers prepared to teach in public schools through strategic recruitment and selection efforts.

This paper can serve as a model for universities and school districts to implement. High placement of prepared Black male teachers in public schools can reduce the school-to-prison pipeline and juvenile homicides and defeat generational poverty.

Much research highlights the problems associated with a lack of African American male teachers. This paper includes the challenges but offers a sound basis for practical solutions.

This chapter shows that students' counter-storytelling revealed feeling tolerated, invisible, isolated, and judged as well as needing to prove oneself, overcome stereotypes, and act as the spokesperson for one's race based on the dissertation conducted by April M. Clay, one of the authors. Through critical race theory (CRT), it can be gathered from the responses that race and racism affect the African American students' quality of life in school. Whether they said race played a significant role explicitly or implicitly, the participants' counter-stories revealed a shared experience of feeling outcasted.

Disruptive students in the classroom can affect classroom dynamics and individual teacher-student interactions. The purpose of this qualitative research study was to discover perceptions female teachers harbor toward misbehaving African-American elementary school males. The study incorporated a narrative inquiry to investigate perceptions female teachers have toward African-American male elementary school students. The research project involved a purposeful sample of eight female elementary teachers, four African-American teachers and four Caucasian teachers from one public school district in the southeastern United States. The female teachers reflected on their lived experiences and perceptions derived from experiences and encounters they have with African-American elementary school males. Data collection from the study occurred through individual responses from a survey and follow-up telephone interviews. From teacher's descriptions of perceived successes and failures, coded commonalities in reports, labeled themes, conclusions, and recommendations resulted from data collection and analysis. The findings revealed some African-American male elementary school students misbehave in the classroom and others do not. The term “misbehave” is based upon the experiences and type of interactions and exchanges teachers had with African-American male students in the classroom and African-American males outside the school environment. Gender, culture, and language may factor in creating effective teacherstudent interactions to enable better relationships and student outcomes.

The paper seeks to explore the drivers of disaster planning in African-American households. While the paper is exploratory, the authors attempt to dialogue with substantial theoretical and applied research around vulnerability and disaster. Race, ethnicity and vulnerability are issues deeply entangled with American disaster preparedness and response. In this study, the authors hope to illuminate the threads which bind them together and contribute to a more nuanced understanding of the relationship between race, ethnicity, class and preparedness.

Data for this project come from a disaster planning question placed on the 2020 Collaborative Multiracial Post-Election Survey (CMPS). The authors analyze a split sample of around 5,000 African-American households descriptively and with multinomial logistic regression.

Disaster planning among African-American households is a product of past experiences, concern about other hazards, social trust and gender identity. These results are similar to other findings within the study of household preparedness and help to advance the understanding of predictors within the African-American community. Key drivers such as income, education level, gender identity, social trust and perceptions of other risks are consistent with previous studies.

This project is the first to examine issues of disaster planning utilizing a national sample of African-American households via the one-of-a-kind 2020 CMPS.

Prior research treated entrepreneurs’ actions as purely opportunistic and voluntary, excluding social and economic systems’ influence on entrepreneurial actions. However, the applications of communication strategies, project management and social network are anchored in socioeconomic systems in which the entrepreneurs are rooted. To address the gap, this study aims to articulate – through the prism of institutional theory – how restaurant crowdfunding (CF) success is affected by socioeconomic prosperity according to entrepreneurs’ race and geographic area.

The current study analyzed 2,008 restaurant CF projects launched in the USA through the Kickstarter platform from 2010 to 2020. By conducting one-way analysis of variance and multilevel mixed-effect logistic regression models, this study examined the relative socioeconomic prosperity and CF success according to the race of the restaurant entrepreneurs. The study also examined how socioeconomic prosperity affected CF success and how that relationship was moderated by the entrepreneurs’ level of restaurant experience.

This study finds that relative socioeconomic prosperity and CF success does differ according to race. Also in the CF context, lower socioeconomic prosperity does impede fundraising success. While the level of restaurant experience significantly increased an entrepreneur’s CF success, the impact was not so significant as to overcome the impact of socioeconomic prosperity.

Drawing on institutional theory, this study examines the impact of socioeconomic prosperity on CF project outcomes. By uncovering the significant impact of socioeconomic systems on CF success, this study fills the research gap. Previous studies have generally treated minority entrepreneurs as an aggregated form. The authors’ results extend the literature by including major ethnic groups – whites, African Americans and Asians.

The findings of the current study show restaurant entrepreneurs can raise the likelihood of CF success by doing two things: first, accumulate experience in the restaurant industry; second, use their CF websites to highlight testimonials about the value of that experience. Federal, state and local governments can institute policies to help improve racial minorities’ socioeconomic conditions and thereby promote startups’ fundraising success.

To the best of the authors’ knowledge, this study is one of the first to examine unexplored institutional effect on CF outcomes. It examines how and why socioeconomic factors affect minority entrepreneurs’ funding success. It compares the prosperity and CF success of white, African American and Asian entrepreneurs.

This study explores information behavior and perception and vaccination among America's three largest ethnic minorities, Hispanic, Black/African American and Asian, in COVID-19 context. Information behavior and perception are investigated from cultural and demographic characteristics, while vaccination is explored from COVID-19 related information behavior and utility/value of COVID-19 vaccine information.

Using Qualtrics survey panel, a national survey of America's Hispanic, Black/African American and Asian population was conducted to better understand the impact of cultural and demographic factors on COVID-19 related information. Data were collected in Fall 2021. Multiple and logistic regression were conducted to analyze data.

Results show that cultural factors (i.e. cultural identity, social identity, social capital and religiousness) exert significant impact on information value and seeking across all three minority groups, while some demographic factors, Republicanism and age, also significantly predict COVID-19 related information seeking and value for Black/African Americans and Hispanics, but less for Asian Americans. Lastly, information value was found to significantly predict vaccine status, willingness and eagerness, the three facets of vaccination as conceptualized in this study, for top three racial/ethic minorities.

The finding of this study reveal that there are variations in terms of the level and type of attachment to one's culture/social group in COVID-19 informational context. Between the three groups, granular differences were observed regarding the relationship between cultural factors and perceived COVID-19 information value. While cultural identity is most associated with African Americans, social capital is most evident for the Asian Americans, but social identity was the strongest predictor among Hispanics. Thus, this study offers important strategic insights into a unique population sample to better understand the impact of COVID-19 related information perception and vaccination implication.

This chapter takes a panoramic view to explore the lives of collegiate Black men. We begin with brief reflections from our own experiences to position ourselves to and alongside Black men's lives and college years. After setting the stage through our own reflections, we explore the literature on Black men's lives during their college years and pay particular attention to their social statuses, campus engagement, and health and well-being. Two critical components in many Black men's collegiate experiences are how they are projected in wider US society through deficit-based perspectives and repositioned away from educational success. We interrogate these realities and advance a discussion on ways to improve the conditions, environment, and understanding of their college journeys and possibilities. We conclude with recommendations for research, practice, and policy.

Critical Race Theory (CRT) is about understanding and acknowledging when racism has impacted a policy, person, system, and our history. This chapter examines CRT as a tool to understand what has happened in our history and educational system and as a tool to dismantle our current system to bring about true inclusive and authentic schools. It serves to analyze the practical use of CRT in our current public K-12 educational system. The purpose is to fast forward our discussion on race and to explicitly illustrate the dire need for an inclusive education fundamentally girded in an abolitionist mindset for school systems, educators, parents, and students. Although CRT has branched out to be inclusive of many populations, the core purpose was to examine anti-Blackness in America and how that has stained our education system. Inspired by the dissertation conducted by Ayanna Blackmon-Balogun, the aim of this chapter is to draw our attention to that essential purpose of CRT so that schooling can become more liberatory and meaningful to all.