Understanding Asian American consumers : a look at the emerging ethnic market and its implications for marketers

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dc.contributor.advisorChoi, Sejung Marina.en
dc.contributor.advisorWilcox, Gary B.en
dc.creatorYang, Hyoyoung, 1974-en
dc.date.accessioned2016-07-01T14:55:53Z
dc.date.available2016-07-01T14:55:53Z
dc.date.issued2006-05en
dc.description.abstractThis paper examines the reasons why the Asian American market, which has not received much attention, is deemed promising as a potential market for marketers and advertisers to pursue. In addition to an overview of the overall Asian American market in the U.S., different sub-groups within the market are probed in great detail. Furthermore, the unique characteristics of this ethnic market such as geographical density and media usage are examined. For more effective marketing communications for this group, the general tendency of Asian Americans’ consumption and its differences by generation should be carefully noted. This paper concludes with managerial implications for marketers and advertisers with several successful cases.en
dc.description.departmentAdvertisingen
dc.format.mediumelectronicen
dc.identifierdoi:10.15781/T2K93162Nen
dc.identifier.urihttp://hdl.handle.net/2152/38777en
dc.language.isoenen
dc.relation.ispartofUT Electronic Theses and Dissertationsen
dc.rightsCopyright © is held by the author. Presentation of this material on the Libraries' web site by University Libraries, The University of Texas at Austin was made possible under a limited license grant from the author who has retained all copyrights in the works.en
dc.rights.restrictionRestricteden
dc.subjectAsian-American marketen
dc.subjectAdvertisingen
dc.subjectMarketingen
dc.titleUnderstanding Asian American consumers : a look at the emerging ethnic market and its implications for marketersen
dc.typeThesisen
dc.type.genreThesisen
thesis.degree.departmentAdvertisingen
thesis.degree.disciplineAdvertisingen
thesis.degree.grantorThe University of Texas at Austinen
thesis.degree.levelMastersen
thesis.degree.nameMaster of Artsen

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