Hispanic brand loyalty erodes during recession

AdvertisingAge.com, July 22, 2009

Hispanic consumers are more optimistic about their financial future than non-Latinos, but the recession is sharply eroding Hispanics' traditional brand loyalty and fondness for advertising, according to a report. Just 31% surveyed said "advertisements help me decide what to buy," a 16% drop from the number of respondents who agreed with that statement a year ago, according to the report from Forrester Research.