Eunjung Kwak, Lynn; Sojka, Jane Z. - In: Journal of Consumer Marketing 27 (2010) 4, pp. 371-380
Purpose – The purpose of this study is to examine the degree of ethnic identity and demographic characteristics (the length of residency in the USA, education, income, age, and origin of ethnicity) in relation to brand purchases for status. Design/methodology/approach – The research is based...