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Market Legitimacy: An Investigation into the Legitimation of Hispanic Cultural Markets

  • Author(s): Ruvalcaba, Cecilia
  • Advisor(s): Venkatesh, Alladi
  • et al.
Abstract

This study explores the processes involved in the evolution of cultural markets as legitimate institutional arrangements in the context of the U.S. Hispanic market. This research consists of a historical analysis of newspaper articles from 1984 to 2010 in the Wall Street Journal and USA Today in order to obtain a view of the processes involved in the evolution of the Hispanic market as a viable entity. The research uncovers the industry, marketing and societal processes which contribute to the legitimacy or illegitimacy of a cultural market and marketers responses towards the market. In understanding what affects market legitimacy and marketers actions towards the market, we can understand the role marketers play in growth and decline of a viable market. The conceptual framework is discussed as well as the contribution of this work to marketing and marketing literatures.

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