Different Ethnic Groups Overlap Brand Preference, But Auto Stands Alone
What do Southwest Airlines, Tom Hanks, and Chase all have in common? They’re the most preferred brands in their categories (airlines, celebrities and banks) for both Caucasians and Asian-Americans, according to sentiment analysis performed by Vision Critical as part of its Brand Relationship Equity Assessment (BERA).
The consumer sentiment data used in BERA comes from VC’s weekly surveys of 20,000 Americans to determine how they view some 4,000 brands across a variety of categories.
The most diversity in ethnic brand preferences was seen in the automotive category, where there was no overlap at all between the different ethnic groups: Caucasians preferred Toyota, Hispanics chose Porsche, African-Americans favored Nissan, and Asian-Americans went with Audi.
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