Consumer multiculturation

Consequences of Multi-Cultural Identification for Brand Knowledge

Bibliographic Data

ID2165865
AuthorsEva Kipnis (0000-0002-7976-0787, ,), Amanda J Broderick (,), Catherine Demangeot (,)
Year2014
Volume17
Issue3
Pages231-253
Publication date2014-05-04
Open AccessNo
TypeARTICLE
VenueConsumption Markets & Culture (JOURNAL)
Journal identifiersISSN: 1025-3866 • E-ISSN: 1477-223X
PublisherInforma UK Limited (PUBLISHER • GB)
DOI10.1080/10253866.2013.778199
OpenAlexW2057653344
LanguageEN
Citations received7
References cited92

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

Aesthetics · Construal level theory · Cultural identity · Ethnic group · Globalization · Glocalization · Identity (music · Mainstream · Perception · Political science · Social science · Sociology · Anthropology · Consumer Behavior in Brand Consumption and Identification · Culinary Culture and Tourism · Cultural Differences and Values · Psychology

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