Work

A different black: A comparative study between African Americans and Kenyan Americans in direct response advertising

Year: 2003

Type: article

Abstract: Marketers must be able to categorize consumers according to some definable characteristics in order to help tailor their marketing effort. Black consumers are usually grouped into one homogenous group even though some of them are immigrants. The segmenting of the different ethnic groups needs to be modified to include different cultures among the same ethnic group. This thesis compares the differences of these subgroups in beliefs, attitudes and past purchase behaviors in response to direct marketing advertising.

Source: CSUSB ScholarWorks (California State University, San Bernardino)

Author: Gladys Wangari Kamau

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Reduced inequalities

Open Access status: green

OpenAlex ID: W2802297298

FWCI:

Cites: 11

Cited by:

Related to: 10