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- W2000944080 abstract "The effort to target and differentiate retail offerings to ethnic and racial minorities has exploded during recent years. This paper looks at the particular case of Hispanic retail shopping behavior. The authors argue that one key variable tying ethnicity of a consumer to retail shopping behavior is the strength of ethnic identification. Consequently, all hypotheses that relate ethnicity to retail shopping behavior must be moderated by how strongly the consumer feels affiliated to the ethnic group. Using a multi-item scale for measuring strength of ethnic identification, this study explores the differences in retail shopping behavior of strongly and weakly identified Hispanics. The results show that: (1) for services, Strongly Identified Hispanics are more likely than Weakly Identified Hispanics to seek Hispanic vendors, specially for low involvement services; and (2) for products, Strongly Identified Hispanics are more likely than Weakly Identified Hispanics to be loyal to brands used by family and friends; to be influenced by targeted media; and to be less concerned about economic value." @default.
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- W2000944080 title "Impact of strength of ethnic identification on Hispanic shopping behavior" @default.
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- W2000944080 doi "https://doi.org/10.1016/0022-4359(94)90006-x" @default.
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