Hispanics and direct marketing advertising

Pradeep K. Korgaonkar (Professor of Marketing, College of Business, Florida Atlantic University, Fort Lauderdale, Florida, USA)
Eric J. Karson (Assistant Professor of Food Marketing, Erivan K. Haub School of Business, Saint Joseph’s University, Philadelphia, Pennsylvania, USA)
Daulatram Lund (Associate Professor of Marketing, College of Business Administration, University of Nevada, Reno, Nevada, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Publication date: 1 April 2000


Investigates the purchase behavior, attitudes, and beliefs of Hispanic consumers toward direct marketing advertising. As both direct marketing advertising (DMA) and the size of the Hispanic market have grown remarkably, it is surprising how little published research exists documenting DMA’s evaluation by this large and growing ethnic market. Also seeks to understand the differences, if any, between assimilated and less assimilated Hispanics. Implications for advertisers are discussed.



Korgaonkar, P.K., Karson, E.J. and Lund, D. (2000), "Hispanics and direct marketing advertising", Journal of Consumer Marketing, Vol. 17 No. 2, pp. 137-157. https://doi.org/10.1108/07363760010317204




Copyright © 2000, MCB UP Limited

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