A note on hispanic values and subcultural research: An alternative view

Van R. Wood, Roy Howell

Research output: Contribution to journalArticlepeer-review

9 Scopus citations

Abstract

This paper is offered as a constructive comment on a previously published article. Using two separate approaches, the authors reexamine data presented by Valencia (1989), and suggest an alternative interpretation of the cultural value orientations among Hispanic and White ethnic groups. Theoretical and methodological discussion is provided in an attempt to show how utilization of different methodologies can derive different conclusions, and result in different marketing strategy recommendations.

Original languageEnglish
Pages (from-to)61-67
Number of pages7
JournalJournal of the Academy of Marketing Science
Volume19
Issue number1
DOIs
StatePublished - Dec 1991

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