The Hispanic population in the United States is rapidly increasing and is expected to be the largest minority group within the next decade. Consequently, a better understanding of this group of consumers is of great importance to marketers. This study investigates the role that acculturation plays on a number of consumer‐related attitudes and behaviors. The results indicate that as acculturation increases, Hispanic consumers are more frequently exposed to English language media, use coupons with greater frequency, and display less loyalty to specific brands.
Petroshius, S., Newell, S. and Ross, S. (1995), "The Role of Hispanic Acculturation on Media Exposure,Coupon Use, and Brand Loyalty", American Journal of Business, Vol. 10 No. 2, pp. 35-44. https://doi.org/10.1108/19355181199500014Download as .RIS
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