Abstract
Inconsistent findings exist in the literature regarding Hispanic consumers' brand preference as compared with their non-Hispanic counterparts. The use of different measures has been suggested to contribute to such inconsistencies. Using actual purchase data, this study demonstrates that factors such as ethnicity, product type and store loyalty play important roles in determining the use of store brands vs national manufacturer brands. Thus, this paper provides an alternative explanation to the inconsistency in the previous research on Hispanic purchase behaviour.
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Berkowitz, D., Bao, Y. & Allaway, A. Hispanic consumers, store loyalty and brand preference. J Target Meas Anal Mark 14, 9–24 (2005). https://doi.org/10.1057/palgrave.jt.5740166
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DOI: https://doi.org/10.1057/palgrave.jt.5740166