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

Kipnis, E; Broderick, AJ; Demangeot, C

Abstract

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.

Citation

Kipnis, E., Broderick, A., & Demangeot, C. (2014). Consumer multiculturation : consequences of multi-cultural identification for brand knowledge. Consumption, Markets and Culture, 17(3), 231-253. https://doi.org/10.1080/10253866.2013.778199

• Journal Article Type: Article
• Online Publication Date: Mar 28, 2013
• Publication Date: Jan 1, 2014
• Deposit Date: May 6, 2014
• Journal: Consumption Markets & Culture
• Print ISSN: 1025-3866
• Publisher: Taylor and Francis
• Peer Reviewed: Peer Reviewed
• Volume: 17
• Issue: 3
• Pages: 231-253
• DOI: https://doi.org/10.1080/10253866.2013.778199
• Keywords: multi\-cultural identities, cultural diversity and consumption, consumer brand knowledge
• Publisher URL: http://dx.doi.org/10.1080/10253866.2013.778199