Date of Award
Master of Arts (MA)
Program of Study
Communication - Corporate Communication
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.
Gonzales Otoya Villanueva, Cristina B., "The Use of Ethnonyms in Communication Strategies" (2022). CUNY Academic Works.