Consumer multiculturation : consequences of multi-cultural identification for brand knowledge

Kipnis, E, Broderick, AJ and Demangeot, C 2014, 'Consumer multiculturation : consequences of multi-cultural identification for brand knowledge' , Consumption Markets & Culture, 17 (3) , pp. 231-253.

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Whilst there has been a sustained interest in ethnic migrants developing composite cultural identities in emerged multi-cultural contexts, considerations of identity transitions among mainstream consumers (i.e. the non-migrant, locally born majority in a given marketplace) have been so far limited to the local–global culture dichotomy. This paper argues that, in multi-cultural marketplaces, mainstream consumers are exposed to a diverse range of local, global and foreign cultural meanings and may deploy these meanings for identity construal in a more complex manner. The paper offers a conceptual framework of consumer multiculturation that (a) includes foreign cultures as other discrete influences in multi-cultural marketplaces; (b) constructs a more coherent conception of how, through interaction with foreign, global and local cultures, mainstream consumers' identities may diversify beyond local/global/glocal alternatives and (c) considers the impact of these transitions on consumers' perceptions, expectations of and behavioral responses to culture-based brand meanings.

Item Type: Article
Schools: Schools > Salford Business School
Journal or Publication Title: Consumption Markets & Culture
Publisher: Taylor & Francis
Refereed: Yes
ISSN: 1025-3866
Depositing User: S Rafiq
Date Deposited: 06 May 2014 09:48
Last Modified: 28 Aug 2021 04:35

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