Culture

Brand Communication Through Inclusivity: The Perspective of First-Generation Americans

Authors: Caryn Pang (Iowa State University) , Kelcie Slaton (University of North Texas) , Te-Lin Chung (Iowa State University)

Abstract

The purpose of this conceptual paper is to focus on first-generation Americans and their experiences as it relates to brand imagery and advertisements from fashion brands. Moreover, the study focuses on how fashion brands can create a more inclusive experience for first-generation Americans with a more in-depth study of culture as it pertains to brand images, social representations, advertisements, and how it effects their consumer behavior. 

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How to Cite: Pang, C. , Slaton, K. & Chung, T. (2019) “Brand Communication Through Inclusivity: The Perspective of First-Generation Americans”, International Textile and Apparel Association Annual Conference Proceedings. 76(1). doi: https://doi.org/10.31274/itaa.8422