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Examining the relationship between ethnic affinity and brand

Date of publication: July 1, 2000

Catalogue: Ethnic Marketing 2000

Authors: Neal M. Burns, Martha G. Russell

Abstract:

This paper deals with the relationship between two issues: ethnicity and its impact on everyday life; and the relationship of brand affinity to perceived ethnic origins. The fieldwork was conducted by means of an Internet survey and the results are examined in the context of studies on acculturation and brand loyalty.

Neal M. Burns

Author

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Martha G. Russell

Author

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Burns and Russell (2000a, July 01). Examining the relationship between ethnic affinity and brand. ANA - ESOMAR. Retrieved April 24, 2024, from


https://ana.esomar.org/documents/ethnic-and-cultural-surveys