Abstract
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). It 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.
Original language | English |
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Pages (from-to) | 1186-1194 |
Number of pages | 9 |
Journal | Journal of Business Research |
Volume | 66 |
Issue number | 8 |
Early online date | 30 Aug 2013 |
Publication status | Published - 2013 |
Event | Transformative Consumer Research - Waco, United States Duration: 26 Jun 2011 → 28 Jun 2011 |
Keywords
- multicultural marketplaces;
- consumer vulnerability