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Corporate Awareness

  • Leonard E. BurnettJr.
  • Andrea Hoffman

Abstract

Olatz sheets and an Isomac Alba espresso maker. An Hermes tote bag for her and a custom-tailored business suit for him. His Mercedes S500 for driving to work and to workouts with his personal trainer and her Mont Blanc pen for composing her personal correspondence. It may seem obvious why the typical affluent African American (AAA) chooses quality products. They are well-made and long-lasting items that the purchaser can take pleasure in. But how does an AAA decide on a particular luxury brand? Why does she own an Hermes tote as opposed to another brand? Did she simply prefer the topstitching on the Hermes bag? Of all makes of cars on the market, why did he choose to buy a Mercedes? And what of the myriad nonmaterial decisions an AAA makes, such as her hairdresser, his travel agent, and the family financial advisor?

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Copyright information

© Leonard E. Burnett, Jr. and Andrea Hoffman 2010

Authors and Affiliations

  • Leonard E. BurnettJr.
  • Andrea Hoffman

There are no affiliations available

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