The value of multicultural marketing : increasing sustainable behaviors among African-Americans with market segmentation

dc.contributor.advisorAtkinson, Lucindaen
dc.contributor.advisorMackert, Michaelen
dc.creatorQueen, Candace Danielleen
dc.creator.orcid0000-0002-4573-9701en
dc.date.accessioned2016-07-18T21:22:37Z
dc.date.available2016-07-18T21:22:37Z
dc.date.issued2015-05en
dc.date.submittedMay 2015
dc.date.updated2016-07-18T21:22:37Z
dc.description.abstractIn the communications industry marketers and advertisers are in constant conversation regarding the need for ethnic multicultural marketing. Many brands have forgone the concept, adopting total market strategy methods to reach the changing general market. Others have gone further, promoting cross-cultural tactics. At the same time, childhood obesity is rising at an alarming rate in the United States and African-Americans children rank the highest. Despite numerous campaigns there still remains a large disconnect between the African-American community and health specialists trying to reduce the number of obese children. This study highlights why the ability to focus on ethnic segmentation and to develop messages that resonate well within that segment is critical, particularly when the purpose is to incite a strong behavioral change that may conflict with cultural norms. The Social Learning Theory and Health Belief Model serve as the theoretical framework for the research questions outlined in the study.en
dc.description.departmentAdvertisingen
dc.format.mimetypeapplication/pdfen
dc.identifierdoi:10.15781/T27659F8Men
dc.identifier.urihttp://hdl.handle.net/2152/39132en
dc.language.isoenen
dc.subjectAfrican-Americansen
dc.subjectAdvertisingen
dc.subjectSustainabilityen
dc.subjectMarketingen
dc.titleThe value of multicultural marketing : increasing sustainable behaviors among African-Americans with market segmentationen
dc.typeThesisen
dc.type.materialtexten
thesis.degree.departmentAdvertisingen
thesis.degree.disciplineAdvertisingen
thesis.degree.grantorThe University of Texas at Austinen
thesis.degree.levelMastersen
thesis.degree.nameMaster of Artsen

Access full-text files

Original bundle

Now showing 1 - 1 of 1
Loading...
Thumbnail Image
Name:
QUEEN-THESIS-2015.pdf
Size:
32.65 MB
Format:
Adobe Portable Document Format

License bundle

Now showing 1 - 1 of 1
No Thumbnail Available
Name:
LICENSE.txt
Size:
1.84 KB
Format:
Plain Text
Description: