Association of Marketing Theory and Practice, Association of Marketing Theory and Practice 2011

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THE RELATIONSHIP BETWEEN CONSUMER ACCULTURATION AND BRAND ENGAGEMENT AMONG U.S. HISPANICS
Brian Parker, Felipe Korzenny, Leisa Flynn

Building: Edgewater Beach Resort Conference Center
Room: Sago Palm 3
Date: 03-24-2011 - 11:00 AM – 12:15 PM
Last modified: 02-11-2011

Abstract


This study looked at the relationship between consumer acculturation and brand engagement in self-concept (BESC) for the U.S. Hispanic market. Four acculturation indicators (i.e., birth location, language preference, time lived in the U.S., and Spanish to English media consumption) illustrated significant differences within the Hispanic market on brand engagement between different acculturated groups. The lowest acculturated segment (i.e., foreign-born Hispanics that prefer Spanish language, have lived less time in the U.S. relative to other respondents, and had the largest ratio of weekly Spanish to English media usage) consistently rated lower on the BESC measure. Interaction effects between consumer acculturation indicators on BESC illustrated further differences within the larger ethnic group, and indicate that original cultural trait maintenance (e.g., prefer Spanish) in conjunction with acculturation toward the U.S. market culture, influence brand engagement. Results suggest homogeneous groups (e.g., native vs. foreign-born) within the Hispanic population that can enhance segmentation strategies and facilitate meaningful brand communication when appealing toward the audiences’ self-concept.

Keywords


Brand engagement; Segmentation; Self-concept; Hispanic

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