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Hispanics and direct marketing advertising

Hispanics and direct marketing advertising 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Hispanics and direct marketing advertising

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Publisher
Emerald Publishing
Copyright
Copyright © 2000 MCB UP Ltd. All rights reserved.
ISSN
0736-3761
DOI
10.1108/07363760010317204
Publisher site
See Article on Publisher Site

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.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Apr 1, 2000

Keywords: Direct marketing; Advertising; Consumer behaviour; Ethnic groups

References