Cultural Diversity Paper Essay Example | Topics and Well Written Essays - 750 words

Cultural Diversity Paper - Essay Example fornio died but before his death he wished his tomb to be inscribed that when he was born California was still Mexico and in his death, it is still Mexico. As Josà © was in California, he meets the love of his life Maria (Jennifer Lopez) who was a citizen of the United States and Maries her. However, Maria is illegally deported by the U.S. government to Mexico but manages to return to Los Angeles after two years through an arduous and long trip. In her return, she comes with their new child named Chucho. After 20 years, their eldest daughter Irene is getting married, and Paco and Chucho have grown-up. New add-ons to the family comprise Toni, Guillermo, and Jimmy. The movie gains energy after the marriage when Chucho unintentionally kills his rival Mejja, who was bothering him, and he becomes a fugitive. Afterward the Los Angeles Police Department shoots Chucho as Jimmy watched, this made Jimmy angry, and he followed the footsteps of Chucho of becoming a fugitive. Chucho’s gir lfriend gets pregnant and gives birth to Carlitos, but dies unexpectedly. Chucho blames the doctor and after stealing from a store he is jailed and Carlitos is brought up by his parents. After being released, he does not want to anything to do with his son but when he sees him he suddenly wants to take care of him. Nevertheless, his son does not like him but later they reconcile. The story ends with Maria and Jose recalling about their past (Nava, 1) The use of family or household as a character in the movie gives a point of reference for the numerous potential audience. However, simultaneously, the characters diversity and the narrative assessment of their choices in life tend to value integration over assimilation while the insinuations to Mexican religiousness insist on a certain degree of unreachability to the non-Chicano listeners. Therefore, the demonstration of family imitates the patterns already recognized with respect to the demonstration of space and language use. Concisely, from

Building Hisense brand equity through selected marketing programmes- A Thesis

Building Hisense brand equity through selected marketing programmes- A study on the relationship among brand equity, marketing mix elements and consumer respons - Thesis Example er to test the defined structural research framework and research hypotheses empirical research was conducted on the sample of Hisense consumers in Johannesburg, South Africa. The Structural Equation Modelling (SEM) and the multiple regression statistical method with the Statistical Package for Social Science (SPSS 11.0) are used to analyze the data. The concept of brand equity has received significant attention from both scientists and marketing practice, which resulted in a large number of articles and books on the subject (e.g. Aaker, 1991 and 1996; Aaker and Keller, 1990; Farquhar1990; Aaker and Biel, 1993; Keller, 1993; Agarwal and Rao, 1996; Yoo et al., 2000; Morgan, 2000; Rio, et al., 2001; Datta, 2003, Moore et al., 2002; Keller, 2003). The importance of brand equity consists of numerous benefits for companies that own brands. One of the benefits provided by high brand equity is the possibility of brand extension to other product categories. Generally, brand extension is defined as the use of an existing brand name for entry into a new product category (Aaker and Keller, 1990). When compared to new brand names, brand extensions have lower advertising costs and higher sales (Smith and Park, 1992). Successful brand extensions contribute to higher brand equity of the original brand (Dacin and Smith, 1994; Keller and Aaker, 1992); However, unsuccessful extensions may reduce the brand equity of the parent brand (Aaker, 1993; Loken and John, 1993). Aaker and Keller (1990) developed a model for consumer evaluation of brand extensions and a number of authors worked on generalization of this model (Barrett et al., 1999; Bottomley and Doyle, 1996; Sunde and Brodie, 1993). In addition, brand equity increases (1) willingness of consumers to pay premium prices, (2) possibility of brand licensing, (3) efficiency of marketing communication, (4) willingness of stores to collaborate and provide support, (5) elasticity of consumers to price reductions, and (6) inelasticity