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dc.contributor.advisorFrisby, Cynthiaeng
dc.contributor.authorGray, Abigail Roseeng
dc.date.issued2017eng
dc.date.submitted2017 Falleng
dc.description.abstract[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT AUTHOR'S REQUEST.] The research in the following thesis reveals a correlation between acculturation and brand perceptions of Hispanic female consumers. This study was conducted utilizing cultural identity theory as a framework. To build upon and fill gaps of existing research, this study segmented participants by acculturation level and analyzed cultural phenomena through a qualitative lens to gain an understanding of Hispanic consumers with varying identities and their experiences. The scope of research was narrowed to female Hispanic participants with the examination of Quick Service Restaurant television advertisements. The research sought to answer the questions: 1) how do female Hispanic consumers with different levels of acculturation describe their perceptions of Quick Service Restaurant brands and their advertisements; and 2) how do female Hispanic consumers of varying acculturation levels perceive Hispanic cultural values? It was hypothesized that the participant perceptions would change linearly across acculturation level from Hispanic Dominant to Mainstream dominant. The results demonstrated that this is not the case for all perceptions. This study not only informs existing research on advertising perceptions and acculturation levels but also benefits advertisers as they seek to effectively reach the growing Hispanic population. Keywords: Acculturation, Hispanic, Latina, Brand Perceptions, Hispanic-Targeting, Television Advertisements, Cultural Values, Quick Service Restaurants.eng
dc.identifier.urihttps://hdl.handle.net/10355/63435
dc.languageEnglisheng
dc.publisherUniversity of Missouri--Columbiaeng
dc.relation.ispartofcollectionUniversity of Missouri--Columbia. Graduate School. Theses and Dissertationseng
dc.rightsAccess is limited to the campuses of the University of Missouri.eng
dc.titleAcculturation levels and brand perceptions of Hispanic female consumerseng
dc.typeThesiseng
thesis.degree.disciplineJournalism (MU)eng
thesis.degree.grantorUniversity of Missouri--Columbiaeng
thesis.degree.levelMasterseng
thesis.degree.nameM.A.eng


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