Hispanics and direct marketing advertising
Abstract
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.
Keywords
Citation
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
Publisher
:MCB UP Ltd
Copyright © 2000, MCB UP Limited