Perceived "hispanicness" versus "americanness" : a study of brand ethnicity with Hispanic consumers
Year of publication: |
2013
|
---|---|
Authors: | Li, Cong ; Tsai, Wan-hsiu Sunny ; Soruco, Gonzalo |
Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 32.2013, 3, p. 443-465
|
Subject: | Markenartikel | Brand | Markenimage | Brand image | Kulturelle Identität | Cultural identity | Werbewirkung | Advertising effects | Hispano-Amerikaner | Hispanics | USA | United States |
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