Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
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.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in