Reports

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A primary goal of the Center is to become a source of knowledge about the Hispanic market. As such, students and faculty work together to conduct research and develop projects that will further knowledge and understanding of the U.S. Hispanic market. Currently, there is ongoing work on articles, reports, presentations, the book "Hispanic Marketing: A Cultural Perspective" and a new book in process.

LATEST REPORT

July 2009-
The Multicultural World of Social Media Marketing (pdf 660.62 kB)
By: Felipe Korzenny, Ph.D. and Lee Vann

LIST OF REPORTS

April 2009-
Multicultural Consumer Attitudes (pdf 638.06 kB)
Part of the Multicultural Marketing Equation Study
By: Felipe, Ph.D., Director and Betty Ann Korzenny, Ph.D., Associate Director

March 2008-
Online Technology Ownership (pdf 1.14 MB)
Part of the Multicultural Marketing Equation Study
By: Felipe, Ph.D., Director and Betty Ann Korzenny, Ph.D., Associate Director

January 2008-
The Brave New World of an Emerging Diverse Online Majority (pdf 719.57 kB)
By: Felipe Korzenny, Ph.D.

2007-
Hispanic Marketing Insights Inspired by Latin American and U.S. Literature (pdf 546.55 kB)
By: Holly McGavock, M.A., and Felipe Korzenny, Ph.D.

September 2007-
Multicultural Study on Old and New Media Use (pdf 848.85 kB)
Part of the Multicultural Marketing Equation Study
By: Felipe, Ph.D., Director and Betty Ann Korzenny, Ph.D., Associate Director

February 2007-
Hispanic Marketing: An Annotated Bibliography (pdf 358.69 kB)
Contributors: Maria Gracia Inglessis, Dr. Felipe Korzenny, Holly McGavock, Mihaela Moldovan, Annabel Reta, Madhurima Sarkar and Dr. Carlos Valdez

January 2007-
Advertising to Hispanics: What the Ads Say- A Content Analysis of Portrayals, Communication Devices, and Execution (pdf 235.33 kB)
By: Maria Gracia Inglessis, M.A., Holly McGavock, M.A., and Felipe Korzenny, Ph.D.

December 2006-
"For Marketers or For Scholars?"- A Hispanic Qualitative Research Article (pdf 83.21 kB)
By: Maria Gracia Inglessis, M.A.

September 2006-
Media, Attitudes, Brands, and Spending (pdf 620.21 kB)
Part of the Multicultural Marketing Equation Study 2006
By: Felipe Korzenny, Ph.D., Betty Ann Korzenny, Ph.D., Maria Gracia Inglessis, M.A., and Holly McGavock, M.A.

April 2006-
Branding Hispanic Online Personality Assessments (pdf 72.64 kB)
By: Rose Carbonell

April 2006-
"Taking the Pulse of Their Market"- Hispanic Advertising Research Article (pdf 42.72 kB)
By: Maria Gracia Inglessis, M.A. and Felipe Korzenny, Ph.D.

April 2006-
" Marketing Airlines to Hispanics" Report (pdf 58.40 kB)
By: Rachel Smiley

April 2006-
" Marketing Health Care to Hispanics" Report (pdf 61.00 kB)
By: Javier Rosado

April 2006-
"Trends in Marketing Insurance to Hispanics" Report (pdf 176.26 kB)
By: Holly McGavock, M.A., and Felipe Korzenny, Ph.D.

BOOKS

2005- Hispanic Marketing: A Cultural Perspective
By Felipe Korzenny and Betty Ann Korzenny
Published by Butterworth-Heinemann/Elsevier