KOREASCHOLAR

IDENTITY AND CONSUMER PREFERENCES OF TRANSYLVANIAN HUNGARIANS

Annamária Sasné Grósz, Zoltán Veres
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/351249
Download
Global Marketing Conference
2018 Global Marketing Conference at Tokyo (2018.07)
pp.755-766
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This research was conducted to examine the national identity and consumer behavior of the Hungarian minority’s young generation in Romania3. We may use the results for interpreting groups as segments with different type and level of national identity and forming of marketing-mix that fits to their national identity consciousness.

Keyword
ethnic marketingminorityconsumer behavioridentityTransylvania
Author
  • Annamária Sasné Grósz(University of Pannonia, Hungary)
  • Zoltán Veres(University of Pannonia, Hungary)