Share these talks and lectures with your colleagues
Invite colleaguesResearch paper
Measuring brand loyalty among the US Hispanic population: A within-group study in the carbonated soft drink (CSD) category
Journal of Cultural Marketing Strategy,
2
(1),
84-98
(2016)
Abstract
Brand loyalty has been extensively researched over the last 30 years, but few studies have examined the drivers of brand loyalty among the growing US Hispanic population. Furthermore, the relationship between brand loyalty and the Hispanic consumer has been largely based on the measurement of ‘repeat purchase’ by business practitioners. The current study adapts an existing multidimensional brand loyalty scale, which was validated against a representative sample of US Hispanic consumers. Specifically, our study examines the relationship between three independent variables — nativity, language use and ethnic identification within the Hispanic population — and brand loyalty. Our study finds that brand loyalty is higher among US-born Hispanics, Hispanics whose language of preference is English, and who identify with the American culture more than the Hispanic culture. Results confirm that brand loyalty across all Hispanics is more a myth than reality. Further research is warranted to help determine if brands across different product categories (other than carbonated soft drinks) trigger different dimensions of brand loyalty and help shed light on the theoretical underpinnings of the construct.
Keywords: brand loyalty; Hispanic marketing; acculturation; advertising
The full article is available to subscribers to the journal.
Author's Biography
Neleen S. Leslie is a visiting assistant professor of Marketing in the Monte Ahuja College of Business at Cleveland State University in Cleveland, Ohio. She is an alumnus of Florida State University, where she earned her PhD in Mass Communication and Masters degrees in Measurement and Statistics and Integrated Marketing and Management Communication. Dr Leslie’s industry experience includes a stint in the Jamaican marketing industry as Brand Manager at one of the country’s largest distributors. She also served as a member of the Board of Directors of the National Association of Graduate-Professional Students (NAGPS), a non-profit organisation dedicated to improving the lives of graduate and professional students in the USA, and was President & CEO of the Association in 2014. Dr Leslie’s research interests include multicultural marketing, branding, advertising and intercultural communication.
Jake Beniflah is the Executive Director of the Center for Multicultural Science, a leading US non-profit, non-partisan multicultural marketing research think tank and data science accelerator dedicated to increasing the representation of women, and ethnic and racial minorities in the USA. Dr Beniflah is the founder and editor-in-chief of the Journal of Cultural Marketing Strategy and author of ‘The Big Shift: Redefining Marketing in a Multicultural America’. He has a doctorate in business administration from Golden Gate University.
