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.
Catalogue: Ethnic Marketing 2000
Author: Hy Mariampolski
Company: QualiData Research Inc.
July 1, 2000
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