Purpose This study aims to examine the roles of individual factors on risky investment
intention as an indicator of risky financial behavior. Design/methodology/approach The data …

The world economy is becoming increasingly cross‐cultural. During the next decades, as
marketers enter new international markets, an understanding of how culture influences …

This paper reviews the marketing literature on the use of English vs. Spanish language in
advertising to Hispanics. This literature indicates that although most advertisers believe that …

This paper explores Hispanic immigrants' reactions to linguistic servicescapes in retail
banking in Southern California. This fertile area of enquiry combines the sociolinguistic …

The dotcom era has infused a rapid increase in the usage of e-commerce in India, making
online shopping the new way of retailing. This study investigates online consumers'e-store …

A comparison is made between television commercials targeting Hispanic-Americans that
are telecast in Spanish and in English. Specifically, the study compares the persuasiveness …

Many ethnic restaurants use authentic-language labels (eg,“Khao Pad Sapparod”), as
opposed to English-language labels (eg,“Pineapple Fried Rice”), in the menu to make their …

This volume grew out of the annual Advertising and Consumer Psychology conference
sponsored by the Society for Consumer Psychology. Representing a collection of research …

ABSTRACT The US Hispanic Internet user is an emerging and relatively unexplored
consumer segment in the marketing literature. In this study an attempt is made to gain …

Zusammenfassung Ethno-Marketing, dh die Ausrichtung von Marketing-Mix-Instrumenten
auf Zielgruppen, deren unmittelbares oder mittelbares Geburtsland nicht mit dem Land …