Cross-Cultural Marketing Communication in the United State Fashion Industry. An Empirical Evidence of the Hispanic and Latino Americans and Asians

Abstract

Cross-cultural marketing communication is critical to a company's success and growth since it supports the achievement of the company's aims, objectives, and goals. In the multi-ethnic United States, the study examined the impact of cross-cultural marketing communication on the fashion industry. Hispanics, Latino Americans, and Asians living in the United States were the target demographic. Among the numerous ethnic communities in the United States, advertising, direct marketing, and web marketing were used as marketing communication strategies. The study used a convenient sampling technique in which 180 questionnaires were sent out and 150 were returned, resulting in a sample size of 150 people. In the research procedure, the study used a case study research design based on a qualitative and quantitative research approach. As analytical tools, descriptive statistics based on graphical presentation of findings and inferential statistics based on the Levene's test of equal variance and the student t-test were used. The findings of the survey revealed that the respondents, which included 56 Hispanics, 44 Latinos, and 50 Asians, all attest to the notion that cross-cultural marketing communication has a significant impact on the fashion industry in the United States. Similarly, the Levene's test and the student t-test revealed that using various marketing communication tools such as advertising, direct marketing, and online marketing; marketing communication across different groups such as Hispanics, Latinos, and Asians has impacted the fashion industry in the United States, given that the p-values were all less than the 0.05 significant value. The result also shows that the Hispanics and the Asians rated direct marketing as the most relevant tool of marketing communication whereas the Latinos gave advertising the best rating. This was seen from the highest value of the mean of the Hispanics and the Asians in direct marketing and in advertising for the Latinos using the Levene’s test and student t-test. Overall, the study finds that cross-cultural marketing communication is a must for the fashion industry's success and expansion in the United States. As a result, it is suggested that the industry not give up on assuring good marketing communication across the diverse groups in the United States.

Keywords: Cross-Cultural, Marketing Communication, Fashion Industry

DOI: 10.7176/JESD/13-7-06

Publication date: April 30^th 2022