Ms all del Espaol (Beyond Spanish): the influence of Hispanic and Latin cultural identity on marketing communications

Tessa Garcia-Collart

Chapter 10 in Handbook of Research on Ethnic and Intra-cultural Marketing, 2022, pp 136-145 from Edward Elgar Publishing

Abstract: This chapter places special emphasis on the Hispanic and Latin consumer segment, it is necessary to understand that not all Spanish-speaking people are Latin, and not all Latins are Hispanic, but some may be both. Consequently, marketers must customize their marketing tactics and strategies to be more inclusive while demonstrating proper cultural literacy. Now more than ever, target marketing is a complex business process that must demonstrate keen ethnic and cultural awareness. The scope of this chapter involves understanding the Hispanic and Latin consumer market from a culturally relevant lens given its socioeconomic projections, which will certainly continue to capture the attention of brand marketing managers and consumer behavior researchers.

Keywords: Business and Management; Economics and Finance (search for similar items in EconPapers)
Date: 2022
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