search query: @author Parker, S. / total: 6
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| Author: | Keillor, B. Parker, S. Schaefer, A. |
| Title: | Influences on adolescent brand preferences in the United States and Mexico |
| Journal: | Journal of Advertising Research
1996 : MAY/JUN, VOL. 36:3, p. 47-56 |
| Index terms: | ADVERTISING RESEARCH USA MEXICO |
| Language: | eng |
| Abstract: | The close ties between the US and Mexican market has led to an increasing number of American firms considering operations south of the border. A number of segments within the MExican market represent substantial opportunities for US companies. This study considers the information sources used to form brand preferences by the emerging adolescent segment in the Mexican market when compared to their American counterparts. The findings indicate that Mexican adolescents are receptive to outside information sources in forming brand preferences for products. |
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