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

While 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.