Branding beyond prejudice: Navigating multicultural marketplaces for consumer well-being
| Autor: | Amanda J. Broderick, Geraldine Rosa Henderson, Eva Kipnis, Natalie Ross Adkins, Miguel Angel Zúñiga, Rene Dentiste Mueller, Chris Pullig, Guillaume D. Johnson, James M. Mandiberg, Abhijit Roy, Catherine Demangeot, Nakeisha S. Ferguson |
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| Přispěvatelé: | Coventry University (UK), Coventry University, Salford Business School, University of Salford, University of Strathclyde, St. Thomas University, Miami, Saint Thomas University, Rutgers Business School, Rutgers, The State University of New Jersey [New Brunswick] ( RUTGERS ), Dauphine Recherches en Management ( DRM ), Université Paris-Dauphine-Centre National de la Recherche Scientifique ( CNRS ), College of Charleston, Morgan State University, University of Strathclyde [Glasgow], Rutgers, The State University of New Jersey [New Brunswick] (RU), Rutgers University System (Rutgers)-Rutgers University System (Rutgers), Dauphine Recherches en Management (DRM), Université Paris Dauphine-PSL, Université Paris sciences et lettres (PSL)-Université Paris sciences et lettres (PSL)-Centre National de la Recherche Scientifique (CNRS) |
| Jazyk: | angličtina |
| Rok vydání: | 2013 |
| Předmět: |
Multicultural marketplaces
Cultural identity media_common.quotation_subject Culture-based branding Ignorance JEL: M - Business Administration and Business Economics • Marketing • Accounting • Personnel Economics/M.M3 - Marketing and Advertising/M.M3.M31 - Marketing 0502 economics and business Assimilation (phonology) Consumer well-being Sociology JEL : M - Business Administration and Business Economics • Marketing • Accounting • Personnel Economics/M.M3 - Marketing and Advertising/M.M3.M31 - Marketing [ SHS.GESTION ] Humanities and Social Sciences/Business administration media_common Marketing business.industry 05 social sciences Advertising Public relations Negotiation Corporate branding Multiculturalism Consumer vulnerability Well-being [SHS.GESTION]Humanities and Social Sciences/Business administration 050211 marketing business 050203 business & management Prejudice |
| Zdroj: | Journal of Business Research Journal of Business Research, 2013, 66 (8), 〈10.1016/j.jbusres.2012.08.011〉 Journal of Business Research, Elsevier, 2013, 66 (8), ⟨10.1016/j.jbusres.2012.08.011⟩ |
| ISSN: | 0148-2963 |
| DOI: | 10.1016/j.jbusres.2012.08.011〉 |
| Popis: | International audience; Today's marketplaces are increasingly multicultural as more individuals negotiate complex cultural identities. Brands play a role in materializing individual identities—however, little is known about how culture-based brand appeals might affect consumers' identity dynamics, positively or negatively. The paper provides a framework and a model that examines the interaction between three different types of multicultural marketplaces (assimilation, separation, and mutual integration) and different voices that brands might use in their cultural appeals (Branding Ignorance, Branding Tolerance, and Branding Engagement). The model identifies how these different voices (strategies) might exacerbate consumer vulnerabilities in different types of marketplaces and provides recommendations for how to use culture-based branding appeals in a benevolent manner. |
| Databáze: | OpenAIRE |
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