... into the history of sentimental serial drama; how it appeals to Hispanics and to immigrants at their home countries and at their host country as well; and how the US Spanish‐language television and new media address their $900 billion Hispanic consumer market. Findings This study revealed that although...

...Lynn Eunjung Kwak; Jane Z. Sojka Purpose The purpose of this paper is to examine differences between Hispanic and Asian immigrants and their preferences in the appearance of and interaction with salespeople. Design/methodology/approach A total of 171 female Hispanic and 153 Asian female retail...