{"id":20345,"date":"2013-09-05T18:09:40","date_gmt":"2013-09-05T18:09:40","guid":{"rendered":""},"modified":"2025-10-13T20:43:12","modified_gmt":"2025-10-13T20:43:12","slug":"different-ethnic-groups-overlap-brand-preference-but-auto-stands-alone","status":"publish","type":"post","link":"https:\/\/asiancemagazine.com\/?p=20345","title":{"rendered":"Different Ethnic Groups Overlap Brand Preference, But Auto Stands Alone"},"content":{"rendered":"

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,<\/strong> according to sentiment analysis performed by Vision Critical as part of its Brand Relationship Equity Assessment (BERA).<\/p>\n

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.<\/p>\n

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.<\/p>\n

The Caucasian and Asian-American brand preferences<\/strong> contrast with Hispanic preferences (US Airways, Oprah Winfrey, and Capital One Bank) but overlap somewhat with African-American brand preferences (Southwest, Will Smith, Bank of America).<\/p>\n

Caucasians and Hispanics overlapped again when it came to casual dining, with Olive Garden their most preferred brand, while African-Americans and Asian-Americans both chose Pizza Hut.<\/strong> Caucasians, Hispanics and Asian-Americans also agreed on their favorite hospitality chain, Marriott<\/strong>, with African-Americans choosing Holiday Inn.<\/p>\n

In the fragrance category, Caucasians and Hispanics agreed on L’Oreal, while African-Americans went for Avon and Asian-Americans chose Chanel. Turning to specialty retail, Best Buy was the top brand for Caucasians, Hispanics and Asian-Americans, but African-Americans favored Bath & Body Works.<\/p>\n

www.mediapost.com<\/a><\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

What do Southwest Airlines, Tom Hanks, and Chase all have in common? They’re the most preferred brands in their categories<\/p>\n","protected":false},"author":1,"featured_media":72448,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"colormag_page_container_layout":"default_layout","colormag_page_sidebar_layout":"default_layout","footnotes":""},"categories":[1001,2059,1],"tags":[],"class_list":["post-20345","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-celebrities","category-entertainment","category-news"],"magazineBlocksPostFeaturedMedia":{"thumbnail":"https:\/\/asiancemagazine.com\/wp-content\/uploads\/u-113x150.jpg","medium":"https:\/\/asiancemagazine.com\/wp-content\/uploads\/u.jpg","medium_large":"https:\/\/asiancemagazine.com\/wp-content\/uploads\/u.jpg","large":"https:\/\/asiancemagazine.com\/wp-content\/uploads\/u.jpg","1536x1536":"https:\/\/asiancemagazine.com\/wp-content\/uploads\/u.jpg","2048x2048":"https:\/\/asiancemagazine.com\/wp-content\/uploads\/u.jpg","colormag-highlighted-post":"https:\/\/asiancemagazine.com\/wp-content\/uploads\/u.jpg","colormag-featured-post-medium":"https:\/\/asiancemagazine.com\/wp-content\/uploads\/u.jpg","colormag-featured-post-small":"https:\/\/asiancemagazine.com\/wp-content\/uploads\/u-113x90.jpg","colormag-featured-image":"https:\/\/asiancemagazine.com\/wp-content\/uploads\/u.jpg","colormag-default-news":"https:\/\/asiancemagazine.com\/wp-content\/uploads\/u-113x150.jpg","colormag-featured-image-large":"https:\/\/asiancemagazine.com\/wp-content\/uploads\/u.jpg","colormag-elementor-block-extra-large-thumbnail":"https:\/\/asiancemagazine.com\/wp-content\/uploads\/u.jpg","colormag-elementor-grid-large-thumbnail":"https:\/\/asiancemagazine.com\/wp-content\/uploads\/u.jpg","colormag-elementor-grid-small-thumbnail":"https:\/\/asiancemagazine.com\/wp-content\/uploads\/u.jpg","colormag-elementor-grid-medium-large-thumbnail":"https:\/\/asiancemagazine.com\/wp-content\/uploads\/u.jpg"},"magazineBlocksPostAuthor":{"name":"Admin","avatar":"https:\/\/secure.gravatar.com\/avatar\/53e6cdc30765aade0129f85e5aeb50124b1d3f5bb9a70373be31e4eb328371e0?s=96&d=mm&r=g"},"magazineBlocksPostCommentsNumber":"0","magazineBlocksPostExcerpt":"What do Southwest Airlines, Tom Hanks, and Chase all have in common? They’re the most preferred brands in their categories","magazineBlocksPostCategories":["Celebrities","Entertainment","News"],"magazineBlocksPostViewCount":117,"magazineBlocksPostReadTime":2,"magazine_blocks_featured_image_url":{"full":["https:\/\/asiancemagazine.com\/wp-content\/uploads\/u.jpg",113,170,false],"medium":["https:\/\/asiancemagazine.com\/wp-content\/uploads\/u.jpg",113,170,false],"thumbnail":["https:\/\/asiancemagazine.com\/wp-content\/uploads\/u-113x150.jpg",113,150,true]},"magazine_blocks_author":{"display_name":"Admin","author_link":"https:\/\/asiancemagazine.com\/?author=1"},"magazine_blocks_comment":0,"magazine_blocks_author_image":"https:\/\/secure.gravatar.com\/avatar\/53e6cdc30765aade0129f85e5aeb50124b1d3f5bb9a70373be31e4eb328371e0?s=96&d=mm&r=g","magazine_blocks_category":"Celebrities<\/a> Entertainment<\/a> News<\/a>","_links":{"self":[{"href":"https:\/\/asiancemagazine.com\/index.php?rest_route=\/wp\/v2\/posts\/20345","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/asiancemagazine.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/asiancemagazine.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/asiancemagazine.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/asiancemagazine.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=20345"}],"version-history":[{"count":0,"href":"https:\/\/asiancemagazine.com\/index.php?rest_route=\/wp\/v2\/posts\/20345\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/asiancemagazine.com\/index.php?rest_route=\/wp\/v2\/media\/72448"}],"wp:attachment":[{"href":"https:\/\/asiancemagazine.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=20345"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/asiancemagazine.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=20345"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/asiancemagazine.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=20345"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}