Branding beyond prejudice: cultural branding and consumer well-being in multicultural marketplaces

Eva Kipnis, Amanda J. Broderick, Catherine Demangeot, Natalie Ross Adkins , Nakeisha S. Ferguson , Geraldine Rosa Henderson , Guillaume Johnson , James M. Mandiberg , Rene Dentiste Mueller , Chris Pullig, Abhijit Roy, Miguel Zuñiga

Research output: Contribution to journalArticlepeer-review

48 Citations (Scopus)


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 languageEnglish
Pages (from-to)1186-1194
Number of pages9
JournalJournal of Business Research
Issue number8
Early online date30 Aug 2013
Publication statusPublished - 2013
EventTransformative Consumer Research - Waco, United States
Duration: 26 Jun 201128 Jun 2011


  • multicultural marketplaces;
  • consumer vulnerability


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