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This article is about new research by Americus Reed II (Wharton School of University of Pennsylvania), Stefano Puntoni and Peeter Verlegh that shows how ethnic-oriented marketing can backfire and even turn multicultural consumers against a product or service.

Participants
  • Stefano
    Role: Faculty
    Reference type: Referenced
  • Peeter
    Role: Faculty
    Reference type: Referenced
Media Outlets
  • Knowledge@Wharton (Unknown)