Petroshius, Susan M.; Newell, Stephen J.; Ross, Steven J. - In: American Journal of Business 10 (1995) 2, pp. 35-44
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...
