Perceived ‘Hispanicness’ versus ‘Americanness’: A study of brand ethnicity with Hispanic consumers
Cong Li, Sunny Tsai and Gonzalo Soruco
University of Miami
Introduction
The symbolic meanings of branded products have long been a focus of interest among consumer theorists (Aaker et al.2001; Arnould & Thompson 2005). Brands have been recognised as consumption symbols and cultural icons that not only reflect the image with which advertisers try to instil them, but also embody cultural meanings that individuals utilise to make sense of life situations, and to advance identity projects and lifestyle goals (McCracken 1986). Thus there...