초록 열기/닫기 버튼
This article is focused on the basic idea of that Hispanic market is not a culturally homogeneous market. The previous researches have either regarded the Hispanic market as one culture or investigated the particular characteristics of the niche markets segmented by demographic variables. This study shows the possibility of different segmentation and its power over the previous approach in explaining Hispanic attitude toward advertising. That is, several cultural variables were considered as bases for market segmentation: country of origin, preferred language, self-identity, acculturation level, and generation. Additionally, this paper tries to discuss the practical implications for the effective communication with Hispanic consumers. The contribution and limitation of this study are also mentioned.
This article is focused on the basic idea of that Hispanic market is not a culturally homogeneous market. The previous researches have either regarded the Hispanic market as one culture or investigated the particular characteristics of the niche markets segmented by demographic variables. This study shows the possibility of different segmentation and its power over the previous approach in explaining Hispanic attitude toward advertising. That is, several cultural variables were considered as bases for market segmentation: country of origin, preferred language, self-identity, acculturation level, and generation. Additionally, this paper tries to discuss the practical implications for the effective communication with Hispanic consumers. The contribution and limitation of this study are also mentioned.
키워드열기/닫기 버튼
Hispanics, advertising media, advertising attitude, cultural variables, market segmentation
