[Podcast] ThinkNow Affinity™ Brand Loyalty Study

The New Mainstream Podcast · Mar 20, 2017 · 22m

If there is one “truth” that has persisted in multicultural marketing throughout the decades, it is the assumption that less acculturated Hispanics are more brand loyal than their bi-cultural and more acculturated Hispanic counterparts. But this persistent trope has trickled outside of the confines of Hispanic marketing. Less acculturated Hispanics are now considered the most brand-loyal consumer segment out of non-Hispanic whites, Asians, and African-Americans. But where did that ideology come from? Let’s look at the genesis of how this may have come about. Less acculturated Hispanics are…