Digging for “Spanish Gold”: How to Connect with Hispanic Consumers
Cynthia Rodriguez Cano
Georgia College and State University
David J. Ortinau
University Of South Florida
Management slant
- Although non-adaptive advertising campaigns that portray various ethnic models together to connect with multiple ethnic groups simultaneously have been adopted by many companies, the effectiveness of such a strategy has yet to be empirically tested.
- Strong Hispanic ethnic identifiers form similar evaluations (disconnect) of an advertisement featuring two African-American models as one featuring one Hispanic and one African-American model.
- Both strong and weak Hispanic ethnic identifiers form the most favorable evaluations of an...