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This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/07363769810210340. When citing the article, please cite: Michel Laroche, Chankon Kim, Marc A. Tomiuk, (1998), “Italian ethnic identity and its relative impact on the consumption of convenience and traditional foods”, Journal of Consumer Marketing, Vol. 15 Iss: 2, pp. 125 - 151.

Ethnic identity or the retention or loss of the attitudes, values and behaviours of one’s culture of origin is presented as a multidimensional construct. It is further suggested that acculturation or the acquisition of traits of the dominant/host culture constitutes a separate yet correlated process. Initial exploratory and confirmatory factor analyses were conducted on responses from Italian‐Canadians to various items designed to tap Italian ethnic identity. These analyses revealed that ethnic identity did indeed constitute a multidimensional process. Specifically, three dimensions were identified: Italian Social Interaction and Participation, Italian Language Use with Family Members, and Catholicism. A final CFA model incorporated the three ethnic identity dimensions and two dimensions of acculturation. Consistent with previous findings, LISREL VIII estimation resulted in significant negative correlations between some ethnic identity and acculturation dimensions. The discriminant validity of ethnic identity was also more thoroughly established vis‐à‐vis acculturation by computing 95 per cent confidence intervals for the parameter estimates. Finally, subsequent stepwise regression analyses showed that the three ethnic identity dimensions along with the two acculturation dimensions and three socioeconomic factors had differential impacts on the consumption of various convenience and traditional foods. A hypothesis holding that ethnic identity was negatively related to the consumption of convenience foods was partly confirmed. Another holding that it was positively related to the consumption of traditional Italian foods was better established.

Examines the issue of how variations in language used in advertising affect advertising preference with a sample of bilingual, Korean Americans. Uses past literature to hypothesise that the level of acculturation would moderate ethnic consumers’ preference for advertisements in English versus their native language. Extends previous research in the field of ethnic advertising by considering whether findings from studies conducted with Hispanic American consumers are applicable to Asian Americans. Shows that no significant differences were detected in bilingual Korean American preferences for advertisements in which the message was presented in English as compared with those that used Humgul (Korean language) to communicate with the audience. Concludes with suggestions for further research.

This article reports the results of an experimental study in which four factors were manipulated in the context of an evaluation of two sports garments by 172 consumers: t-shirts and athletic shoes. These factors were intended usage situation (sport versus pleasure), brand name (national versus private brand), price (discount versus no discount), and store name (sports shop versus department store). Some significant interactions were obtained between some of the manipulated factors suggesting the necessity of qualifying the brand name, store name, and price discount effects on consumer perceptions. The results of the study are discussed in light of the existing marketing literature and the implications for sports marketing practice.