Brands deserve better: Introducing the nativity-based view

Introduces the nativity-based view (NBV), a new approach that drives targeting effectiveness and media ROI with US Hispanics.

Abstract

This paper introduces the nativity-based view (NBV), a new approach that drives targeting effectiveness and media ROI with US Hispanics. It draws from a linear acculturation model and deconstructs it. At its core, the NBV challenges the Hispanic...

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