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The Role Of Cultural Traditions On Branding And Word-Of-Mouth: Keeping Mother’S Recipes Alive!, Sindy Chapa
The Role Of Cultural Traditions On Branding And Word-Of-Mouth: Keeping Mother’S Recipes Alive!, Sindy Chapa
Association of Marketing Theory and Practice Proceedings 2016
The purpose of this study was to explore the impact a cultural tradition has on a perceived-brand-relationship (PBR) and word-of-mouth (WOM) behavior in person and electronically. Based on the cognitive-motivational-related theory of emotions and the social identity theory, a model is proposed to explain the impact that a family tradition, such as cooking with selective products, has on Hispanic mothers. Using a research mixed-method approach, a construct was developed to measure attitudes toward cultural traditions. Further, an online survey was administered for hypotheses and model testing using SEM and Logistic Regression tests.
Latina Mom Bloggers, a social media-marketing platform, was …