Author： Korgaonkar Pradeep K Karson Eric J Lund Daulatram
Publisher： Emerald Group Publishing Ltd
ISSN： 0736-3761
Source： Journal of Consumer Marketing, Vol.17, Iss.2, 2000-02, pp. : 137-157
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Abstract
Investigates the purchase behavior, attitudes, and beliefs of Hispanic consumers toward direct marketing advertising. As both direct marketing advertising (DMA) and the size of the Hispanic market have grown remarkably, it is surprising how little published research exists documenting DMA's evaluation by this large and growing ethnic market. Also seeks to understand the differences, if any, between assimilated and less assimilated Hispanics. Implications for advertisers are discussed.
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