Degree Type

Thesis

Date of Award

1-1-2004

Degree Name

Master of Science

Department

Theses & dissertations (College of Business)

Major

Business

Abstract

This research project assesses the extent to which ethnic identification influences values and needs across three sub-cultures (Asian-Americans, Hispanic-Americans, and African-Americans) for the purpose of identifying both similarities and differences in their decision making for athletic apparel. Using data from consumers who strongly or weakly identify as being a member of one of the above sub-cultures, this thesis finds that consumers who identify strongly as being Hispanic-Americans and have a higher level of social-affiliated values purchased athletic apparel to fulfill a stronger social need. It is found that both values and needs shape consumers desired intentions when purchasing athletic apparel across sub-cultures.

DOI

https://doi.org/10.31274/rtd-20201107-200

Copyright Owner

Clinton Jones

Language

en

OCLC Number

61183770

File Format

application/pdf

File Size

35 pages

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