Consumer Multicultural Identity Affiliation: Reassessing identity segmentation in multicultural markets
| Autor: | Amanda J. Broderick, Catherine Demangeot, Eva Kipnis, Chris Pullig |
|---|---|
| Přispěvatelé: | Coventry University, Lille économie management - UMR 9221 (LEM), Université d'Artois (UA)-Université catholique de Lille (UCL)-Université de Lille-Centre National de la Recherche Scientifique (CNRS), Coventry University (UK) |
| Rok vydání: | 2019 |
| Předmět: |
Multicultural markets
Cultural identity media_common.quotation_subject Culture Identity (social science) Marketing science [SHS]Humanities and Social Sciences Market segmentation 0502 economics and business Segmentation Sociology 10. No inequality media_common Marketing Consumer cultural identity business.industry 05 social sciences Public relations Acculturation Multiculturalism [SHS.GESTION]Humanities and Social Sciences/Business administration 050211 marketing business 050203 business & management Diversity (politics) |
| Zdroj: | Journal of Business Research Journal of Business Research, 2019, 98, pp.126-141. ⟨10.1016/j.jbusres.2018.11.056⟩ Journal of Business Research, Elsevier, 2019, 98, pp.126-141. ⟨10.1016/j.jbusres.2018.11.056⟩ |
| ISSN: | 0148-2963 |
| Popis: | International audience; The increasing intra-national diversity of many modern markets poses challenges to identity segmentation. As consumers require greater recognition of their diverse identities from brands, marketing science and practice are in search of theories and models that recognize and capture identity dynamics as impacted by cultural influences both from beyond and within national market borders. This paper extends consumer acculturation theory into multicultural market realities and offers a Consumer Multicultural Identity Affiliation (CMIA) Framework2 that distinguishes and integrates three key types of intra- and trans-national cultural influences informing identity dynamics. By examining consumer cultural identities within the CMIA framework in a mixed-method, two-country study, we show that gaining such an integrative view on cultural identity affiliations uncovers greater diversity and complexity (mono-, bi-, or multi-cultural) of consumer segments. We conclude with discussing future directions for CMIA applications to support marketing managers, scholars and educators dealing with culturally heterogeneous markets. |
| Databáze: | OpenAIRE |
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