TRUTH: First generation Hispanics show much greater brand loyalty than second-generation Hispanics; yet, the second-generation is the brand influencer within a multi-generational family.
As children of immigrants, US born Hispanics translate the language and interpret the US culture for their parents. (This is also true of immigrants who come to the US at an early age, the so-called 1.5 genners). This early childhood behavior migrates to adulthood, making them brand-influencers throughout their life, and yet they themselves aren’t particularly brand loyal – which begs the question: Why?
No comments:
Post a Comment