@inbook{b39072170c1d49858d64a868c0755b62,
title = "Effects of Acculturation on Immigrant Consumers{\textquoteright} Perceptions of Advertisements",
abstract = "The purpose of this study was to compare immigrant consumers' perceptions of ethnic versus American advertisements and to determine if these perceptions varied with the consumers' acculturation. While studies of ethnic minorities indicate that acculturation plays a role in buying, consumption, and media patterns, there has been very little research on their responses to specific advertisements. The immigrant group selected was first-generation Asian-Indian adults coming from India. Their high growth rate and very favorable socioeconomic characteristics provide an opportunity to marketers.",
keywords = "Advertising Effect, Advertising Strategy, Brand Attitude, Ethnic Minority, Immigrant Group",
author = "Khairullah, {Durriya Z.} and Tucker, {Frances Gaither} and Tankersley, {Clint B.}",
note = "Publisher Copyright: {\textcopyright} 2015, The Academy of Marketing Science.",
year = "2015",
doi = "10.1007/978-3-319-13162-7_41",
language = "English (US)",
series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science",
publisher = "Springer Nature",
pages = "166",
booktitle = "Developments in Marketing Science",
address = "United States",
}