What’s in a name? An intracultural investigation of Hispanic and Anglo consumer preferences and the importance of brand name

Empirically investigates predicted consumption pattern differences and the importance of brand name, related to specific product categories, between two distinct cultural groups – Hispanics and Anglos. The authors predicted that, due to differences in values and lifestyles of the two groups, intracultural differences would be observed in the level of importance members of each group attached to specific product attributes, the brand name of products, the influence of others on the purchase decision, and the price consumers expected to pay. Descriptive statistics, cross‐tabulations, bivariate correlations, ANOVA and MANOVA procedures provided support for three of the four hypotheses tested. Several managerial implications are drawn from the results and future research suggestions are provided.