Abstract
| Language | English |
|---|---|
| Pages | 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 |
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Keywords
- multicultural marketplaces;
- consumer vulnerability
Cite this
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Branding beyond prejudice : cultural branding and consumer well-being in multicultural marketplaces. / Kipnis, Eva; Broderick, Amanda J.; Demangeot, Catherine; Adkins , Natalie Ross ; Ferguson , Nakeisha S. ; Henderson , Geraldine Rosa ; Johnson , Guillaume ; Mandiberg , James M. ; Mueller , Rene Dentiste ; Pullig, Chris; Roy, Abhijit; Zuñiga, Miguel.
In: Journal of Business Research, Vol. 66, No. 8, 2013, p. 1186-1194.Research output: Contribution to journal › Article
TY - JOUR
T1 - Branding beyond prejudice
T2 - Journal of Business Research
AU - Kipnis, Eva
AU - Broderick, Amanda J.
AU - Demangeot, Catherine
AU - Adkins , Natalie Ross
AU - Ferguson , Nakeisha S.
AU - Henderson , Geraldine Rosa
AU - Johnson , Guillaume
AU - Mandiberg , James M.
AU - Mueller , Rene Dentiste
AU - Pullig, Chris
AU - Roy, Abhijit
AU - Zuñiga, Miguel
PY - 2013
Y1 - 2013
N2 - 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.
AB - 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.
KW - multicultural marketplaces;
KW - consumer vulnerability
UR - http://www.sciencedirect.com/science/journal/aip/01482963
M3 - Article
VL - 66
SP - 1186
EP - 1194
JO - Journal of Business Research
JF - Journal of Business Research
SN - 0148-2963
IS - 8
ER -