Student Theses and Dissertations

Date of Award

Spring 5-24-2022

Document Type


Degree Name

Master of Arts (MA)

Program of Study

Communication - Corporate Communication



First Advisor

Minna Logemann

Second Advisor

Allison Hahn


This research aims to explore the effectiveness of the language used in external communications, including brand campaigns already launched targeting different ethnic groups, with a particular emphasis on the Hispanic, Latino and Latinx communities. The final objective is to provide recommendations on the appropriate use of ethnonyms in their marketing strategies while authentically approaching their target market to generate brand affinity and long-standing trust.



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