“Marketing professionals should identify cultural traditions within segments and use the traditions to connect their brand names with the target markets,” said Dr. Sindy Chapa in her abstract on ‘The Role Of Cultural Traditions on Branding and Word-Of-Mouth: Keeping Mother’s Recipes Alive.’ This is just one insight that can be taken away from her presentation …
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AMTP 2016 Conference
Differences in Hispanic Consumers
There are many differences in Hispanic consumers who have resided in the United States for years versus recently immigrated Hispanics. It is expected that the longer the Hispanic consumer has lived in the United States, the more they will have adapted to the cultures and traditions of Americans. However, it is not to say that …
CONTINUE READINGWhy is Culture Underestimated in Marketing?
Market segmentation involves dividing a population into subsets of consumers who share characteristics, lifestyles and needs, and then targeting one or more of those segments with the most appropriate marketing mix (Kardes, Cronley & Cline, 2008). By tailoring a message to specific segments companies effectively market their products and services to meet the needs and …
CONTINUE READINGMeet Dr. Summer Harlow
The Hispanic Marketing Communication Center has the honor to welcome Dr. Summer Harlow as an affiliate faculty to our program. Dr. Harlow earned her Ph. D. in Journalism from The University of Texas at Austin. Since her arrival at FSU in the fall of 2014, Dr. Harlow has engaged in research focusing on the role …
CONTINUE READINGHispanic Heritage Month: A Growing Number of Marketers Joined the Celebration
As Hispanic Heritage Month comes to a close, United States marketers have capitalized on excellent opportunities to commemorate the cultural contributions of Latinos. For many brands, it was a chance to reach Hispanic consumers, the fastest growing demographic in the country—now estimated at 54.1 million—in terms of size, influence, and reach. Hispanic Heritage Month, which …
CONTINUE READINGColumbus Day: Do you know by what other names is also known ?
In most Latin American countries this day is known as Día de la Raza (Day of the Race) but is also celebrated under many different names. Latin America Día del respeto a la Diversidad Cultural (Day of Respect of Cultural Diversity) in Argentina Día de las Américas (Day of the Americas) in Belize and Uruguay Día del encuentro …
CONTINUE READINGWhat Does Columbus Day Mean for Hispanics?
If you were to ask any number of people what Columbus Day means to them, then you are bound to get different answers. Rarely do we examine in detail how the discovery (or non-discovery) of America marked a dramatic change across historical and ethnic boundaries, with the effect felt globally. This discovery was of such …
CONTINUE READINGA Chinese-Panamanian Perspective on Self-Identity
by Joana Wong “Now, should I mark I’m Hispanic or Asian?” I never know what box to check. It gets even harder to choose one or the other when some Hispanics don’t even think you classify as one. And then the Chinese don’t think you’re Chinese either: “What? You don’t know how to play Mah …
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