Celebrity endorsement has become a pervasive means of communication strategy by marketing practitioners worldwide. One of the main aims of celebrity endorsement is to utilise the prominent status of the celebrity to positively impact the consumption behaviour of consumers. However, due to globalisation, marketers use internationally renowned celebrities (usually Hollywood stars) to promote products in foreign markets. The costs of using these celebrities are quite significant and as such the objectives of the communication strategy need to be realised if the firm intends to continue with the communication strategy approach. Social Identity plays an important role in mainstream societies as it provides a basis for identification and belonging for people. Individuals who are part of a specific culture or society are positively influenced by the group norms. The sense of identification can be based on race, religion or cultural dimensions. Literature on celebrity endorsement has discussed in depth the source characteristics required by a celebrity to ensure positive consumption behaviour, but it has not explored the role of racial congruency (in the context of Social Identity) between the celebrity and the target market (i.e. race as a source characteristic). As such, the aim of this research is to investigate the relationship between the race of the celebrity endorser and consumer purchase behaviour in multi-racial societies. A quantitative design study was conducted with a sample of 278 respondents across two firms. The data collected from the survey was analysed using non-parametric and descriptive statistical methods. The main finding of the research was that consumers do not outwardly regard the race of the celebrity as an important characteristic in the endorsement process and their subsequent consumption intentions. Interestingly though, the findings showed that consumers have an innate preference for celebrities that are of the same racial profile, which indicates that race plays a role when selecting a celebrity for a specific target market. / Dissertation (MBA)--University of Pretoria, 2014. / zkgibs2015 / Gordon Institute of Business Science (GIBS) / MBA / Unrestricted

Thesis (Ph. D.)--Boston University, 1994. / It has been estimated that there are between one and ten million "biracial persons living in the United States at this time, yet a paucity of empirical data exists as to how those with mixed racial heritages manage the developmental tasks associated with identity formation. This project studies racial identification and parental similarity as they relate to psychological well-being in a non-clinical sample of biracial persons. Well-being served as the independent variable in the analyses and was assessed with the Affect Balance Scale which measures both positive and negative affective experiences in subjects' daily lives. Greater wellbeing is attributed to those for whom positive affect is not outweighed by negative affect. All subjects were adults with one black (African-American) and one white (European-American) parent. [TRUNCATED]

A narrative inheritance is comprised of the stories told by family members that are received by a younger generation and used to help construct identity. According to the communication theory of identity, identity is formed through communication. Additionally, the storied resource perspective looks at narratives as a major method of creating and maintaining identity. This study looks at the kinds of narrative inheritance concerning race that people in multiracial families receive and possible ways it affects racial identity formation. Findings from 12 semi-structured interviews indicate that narratives of racism, cultural pride, and hardship are prevalent in multiracial families. Additionally, findings show that varying family structures may affect the transference of racial narratives between generations, which can in turn affect how multiracial children choose to identify themselves racially.

Thesis (MA)--Stellenbosch University, 2014. / ENGLISH ABSTRACT: Families with a transracially adopted child are confronted with normal family crises, crises due to the adoption as well as challenges specific to a transracial family. When this transracial family is a single-parent family, it could be assumed that the challenges the family faces will be even more. Consequently, the need developed to investigate characteristics and family patterns which contribute to family adaptation in crises in the single-parent family where a child from a different race than the parent has been adopted. The research question in this study was: “What are resilience factors in single-parent transracial families?” The strength perspective formed the basis of this study and the theories of Walsh (2003) and McCubbin and McCubbin (1996) provided the theoretical grounding. An explorative research design was used to address the research question. Data were collected by means of semistructured interviews and conventional content analysis was performed to analyse the data by using the Atlas.ti. computer program. Interviews were conducted with six white women who adopted a child or children from a different race than themselves. These women were all single parents living in the Western Cape, South Africa. At the time of the study, the ages of these transracially adopted children ranged from three to 10 years. A biographical questionnaire and an in-depth interview with each participant were used to collect the data. The results indicated that an important resilience factor in the transracially adopted family is equipping the adopted child with specific skills to cope with crises that may result due to his/her unique situation. Effective preparation of the adoptive mother before adoption, social contact and the support of the extended family were also found to be important resilience factors. Family routines, openness about the adoption and the utilisation of external resources were identified as important sources of resilience for the single-parent transracial family. The results of this study provide important information to the potential transracially adopting parent to prepare him/herself for transracial adoption. The results of this study also provide important information to everyone involved in transracial adoption (for example the social worker) in South-Africa. / AFRIKAANSE OPSOMMING: Gesinne met ʼn aangenome kind van ʼn ander ras as die ouer(s) word gekonfronteer met alle normale gesinskrisisse, krisisse wat ontstaan weens die aanneming, sowel as uitdagings wat spesifiek aan ʼn transrasgesin gestel word. Indien die transrasgesin ʼn enkelouergesin is, kan daar verwag word dat verdere uitdagings aan hierdie gesin gestel sal word. Gevolglik het die vraag ontstaan watter gesinskenmerke en -patrone ʼn bydrae lewer tot gesinsaanpassing in krisissituasies in enkelouergesinne waar ʼn kind van ʼn ander ras as die ouer aangeneem is. Gevolglik was die navorsingsvraag in hierdie ondersoek: “Wat is veerkragtigheidskenmerke van enkelouer-transrasgesinne?” Die sterkteperspektief het as uitgangspunt vir hierdie studie gedien en die teorieë van Walsh (2003) en McCubbin en McCubbin (1996) is as teoretiese grondslag benut. ʼn Eksploratiewe navorsingsontwerp is gebruik om die navorsingsvraag te ondersoek. Data is deur middel van semi-gestruktureerde onderhoude ingesamel en konvensionele inhoudsontleding is gedoen om ingesamelde data met behulp van die Atlas.tirekenaarprogram te ontleed. Onderhoude is met ses wit vroue wat ʼn kind of kinders van ʼn ander ras as hulself aangeneem het, gevoer. Hierdie vroue is almal enkelouers en woonagtig in die Wes-Kaap, Suid-Afrika. Tydens die ondersoek het die ouderdomme van die transrasaangenome kinders gewissel tussen drie en 10 jaar. ʼn Biografiese vraelys en ʼn diepgaande onderhoud met elke deelnemer is gebruik om data in te samel. Daar is bevind dat ʼn belangrike veerkragtigheidsfaktor in die transrasaangenome gesin is om die transrasaangenome kind toe te rus met vaardighede om potensiële krisisse rakende sy/haar transrasaangenome status effektief te hanteer. Die effektiewe voorbereiding van die moeder voor aanneming, sosiale kontak en die ondersteuning van die uitgebreide familie is ook as belangrike veerkragtigheidsfaktore in die transrasgesin geïdentifiseer. Spesifieke gesinspatrone, openlikheid oor die aanneming en die benutting van eksterne hulpbronne help ook die transrasgesin om krisissituasies effektief te hanteer. Hierdie inligting is ʼn belangrike hulpbron vir potensiële aanneemouers ten einde hulle effektief voor te berei vir die aanneming van ʼn kind van ʼn ander ras as hulself. Die resultate van hierdie studie verskaf ook belangrike inligting aan die ondersteuningspartye (byvoorbeeld die maatskaplike werker) wat betrokke is by transrasaanneming in Suid-Afrika.