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Hispanic-themed advertising and marketing resonates best with “bicultural” Hispanics, according to recent research by a professor at Auburn University.
Veena Chattaraman, an assistant professor at the school’s department of consumer affairs, cited a recent study in which the school polled Hispanics in three groups: Hispanic-dominant, mainstream-dominant and bicultural. The latter group is considered one that “strongly identifies with the country of origin, while adopting values, traits and behaviors of the mainstream,” Chattaraman said.
The study found that “Hispanic-targeted branding has a greater impact on balanced bicultural consumers than the Hispanic- or mainstream-dominant segments.
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