Search Results - "Alvarez, Cecilia M. O."

What brand extensions need to fully benefit from their parental heritage by Miniard, Paul W., Jayanti, Rama K., Alvarez, Cecilia M. O., Dickson, Peter R.

“…It is well established that consumer acceptance of a brand extension depends on how strongly it fits with its parental origins. Less appreciated is how this…”
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The effects of Hispanic bilinguals language use and stereotype activation on negotiations outcomes by Alvarez, Cecilia M.O., Taylor, Kimberly A., Gomez, Carolina

“…Service encounters often become negotiations between the customer and the service provider. For speakers of multiple languages, the language used in a…”
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How Hispanic bilinguals' cultural stereotypes shape advertising persuasiveness by Alvarez, Cecilia M.O., Miniard, Paul W., Jaccard, James

“…Given the size of the Hispanic bilingual market in the United States, it is important to understand the relative effectiveness of using English versus Spanish…”
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The four faces of the Hispanic consumer: An acculturation-based segmentation by Alvarez, Cecilia M.O., Dickson, Peter R., Hunter, Gary K.

“…This article develops and tests a segmentation scheme for the U.S. Hispanic market based on the extent and nature of acculturation. Acculturation is…”
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Should I say it in English? Exploring language effects on print advertising among Latin American bilinguals by Alvarez, Cecilia M. O., Uribe, Rodrigo, León De-La-Torre, Ricardo

“…Despite the extensive research conducted on language standardization in advertising across several countries, little attention has been given to the use of…”
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Creating Thoughtful Salespeople: Experiential Learning to Improve Critical Thinking Skills in Traditional and Online Sales Education by Alvarez, Cecilia M. O., Taylor, Kimberly A., Rauseo, Nancy A.

“…Most undergraduate marketing majors will spend at least some time in a sales role, and employers are requiring greater professionalism and more varied skill…”
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Retailers' Use of Partially Comparative Pricing: From Across-Category to Within-Category Effects by Miniard, Paul W., Mohammed, Shazad Mustapha, Barone, Michael J., Alvarez, Cecilia M.O.

“…Prior research suggests that partially comparative pricing—in which a retailer provides price comparisons for some, but not all, of its products—is a…”
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Ethnic identity‐based motivation: A model emergent from US Hispanic consumers by Aguirre‐Rodriguez, Alexandra, Luna, David, Alvarez, Cecilia M. O., Montoya, Detra

“…A great deal of research has investigated how various aspects of ethnic identity influence consumer behavior, yet this literature is fragmented. The objective…”
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Consumer acceptance of brand extensions: Is parental fit preeminent? by Miniard, Paul W., Alvarez, Cecilia M.O., Mohammed, Shazad M.

“…The findings of prior research suggest that several factors, including consumer characteristics, parent brand characteristics, and extension characteristics,…”
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Efectos del lenguaje en credibilidad y persuasión de la fuente de información entre consumidores bilingües by Alvarez, Cecilia M. O.

“…Esta investigación examina los efectos del lenguaje e identificación con la cultura estadounidense sobre la credibilidad de la fuente de información y…”
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