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- W1992103984 abstract "Abstract Asian-Americans' attractive characteristics—the fastest-growing and the most affluent group in the U.S., and their geographic concentration—urge marketers to reassess the viability of the Asian market and to emphasize the importance of developing advertising strategies specifically targeted to this ethnic market. This study examined whether susceptibility to personal influences of three Asian-American consumer groups (Chinese, Japanese, and Koreans) varies by ethnicity and acculturation. Results showed that ethnicity affected personal influences and, further, that these personal influences differ, depending on the level of acculturation. The findings also suggested implications for various advertising strategies aimed at the three Asian-American consumer markets." @default.
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- W1992103984 date "2001-03-01" @default.
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- W1992103984 title "Effects of Asian-Americans' Ethnicity and Acculturation on Personal Influences" @default.
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- W1992103984 doi "https://doi.org/10.1080/10641734.2001.10505113" @default.
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