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dc.contributor.advisorHenderson, Geraldine R. (Geraldine Rosa), 1963-en
dc.creatorSanchez, Magaly Torresen
dc.date.accessioned2011-07-13T16:58:04Zen
dc.date.available2011-07-13T16:58:04Zen
dc.date.issued2011-05en
dc.date.submittedMay 2011en
dc.identifier.urihttp://hdl.handle.net/2152/ETD-UT-2011-05-3507en
dc.descriptiontexten
dc.description.abstractThis report examines the role of Latino consumers, specifically looking at Mexican-Americans and their first generation experiences. It looks at how these experiences influence their consumption patterns. While observing the idea that first generation Latinos are much like ‘adolescent consumers’, a concept stemming from the idea that much like teenagers Latino immigrants are in a sense coming of age in this country. They are under a whole different set of social norms, cultural expectations and values different from their country of origin. This report proposes a reconsideration of the heuristics that marketers hold for Latino consumer spending habits. It maintains the idea that Latino consumer behaviors should be attributed and conceptualized as a process of maturation, not just based on culture and class. Lastly it re-examines the Customer Based Brand Equity model and places it in the context of the Latino consumer while keeping in mind the above framework about Latinos as adolescent consumers.en
dc.format.mimetypeapplication/pdfen
dc.language.isoengen
dc.subjectCBBE modelen
dc.subjectCustomer based brand equity modelen
dc.subjectMexican Americansen
dc.subjectHispanic Americansen
dc.subjectConsumer behavioren
dc.subjectAdolescent consumersen
dc.subjectImmigrants and consumerismen
dc.subjectSpending habitsen
dc.titleThe immigrant as an adolescent consumeren
dc.date.updated2011-07-13T16:58:10Zen
dc.identifier.slug2152/ETD-UT-2011-05-3507en
dc.contributor.committeeMemberRivera, Mariaen
dc.description.departmentAdvertisingen
dc.type.genrethesisen
thesis.degree.departmentAdvertisingen
thesis.degree.disciplineAdvertisingen
thesis.degree.grantorUniversity of Texas at Austinen
thesis.degree.levelMastersen
thesis.degree.nameMaster of Artsen


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