Abstract

Ethnic minority consumers (e.g., Hispanics, African Americans and Asian Americans) are defined as consumers that share an ethnicity distinct to the mainstream population (Pires and Stanton 2002). In the United States (US), Hispanics, African Americans and Asian Americans are the main ethnic minority consumer groups with the largest economic impact and highest population growth. The marketing literature has studied these ethnic minority groups due to their positive impact on the economy and businesses (ibid.). Culture and ethnicity are factors that influence consumer behaviour and seller–buyer behaviour (Hui et al. 1992; Zúñiga and Torres 2015c). As a result each ethnic group’s consumer behaviour might be unique due to cultural differences. In this context, many called for ethnic marketing taking into account the cultural differences of ethnic groups for developing successful targeted marketing programs (e.g., Nwankwo et al. 1998).