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Published in:
2015 | OriginalPaper | Chapter
Asian Americans and Advertising
Authors : Rhea Ingram, Troy A. Festervand, Samantha Chow
Published in: Creating and Delivering Value in Marketing
Publisher: Springer International Publishing
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Projections indicate the growth rates of minority populations in the U.S. will far outpace the national average, especially the Asian American population. However businesses and academics have been slow (1) at recognizing the Asian Americans as a viable market and (2) understanding this segment’s marketplace attitudes and reactions toward advertisements within the mass media. The purpose of this research is to review the literature investigating Asian Americans and advertising and present recommendations to guide future research in generating an increased understanding of this market.