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The Role of Hispanic Acculturation on Media Exposure, Coupon Use, and Brand Loyalty

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  • Susan M. Petroshius
  • Stephen J. Newell
  • Steven J. Ross
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    Abstract

    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.

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    File URL: http://www.emeraldinsight.com/journals.htm?issn=1935-5181&volume=10&issue=2&articleid=1917722&show=abstract
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    Bibliographic Info

    Article provided by Emerald Group Publishing in its journal American Journal of Business.

    Volume (Year): 10 (1995)
    Issue (Month): 2 ()
    Pages: 35-44

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    Handle: RePEc:eme:ajbpps:v:10:y:1995:i:2:p:35-44

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    Related research

    Keywords: Acculturation; Consumer-related attitudes; Hispanic consumers; Hispanic population in USA;

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    Cited by:
    1. Alvarez, Cecilia M.O. & Dickson, Peter R. & Hunter, Gary K., 2014. "The four faces of the Hispanic consumer: An acculturation-based segmentation," Journal of Business Research, Elsevier, vol. 67(2), pages 108-115.

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