Add to ORKGToday’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 marketpla...
While there has been a sustained interest in ethnic migrants developing composite cultural identitie...
In the context of increasing cultural diversity, consumers are negotiating their identities and subs...
While there has been a sustained interest in ethnic migrants developing composite cultural identitie...
Today\u27s marketplaces are increasingly multicultural as more individuals negotiate complex cultura...
International audienceToday's marketplaces are increasingly multicultural as more individuals negoti...
Today's marketplaces are increasingly multicultural as more individuals negotiate complex cultural i...
- PURPOSE : Brands, as actors participating in the marketplace's social discourse, have the ability ...
This paper proposes that approaches to culture-based brand positioning are diversifying in response ...
This paper proposes that approaches to culture-based brand positioning are diversifying in response ...
This paper proposes that approaches to culture-based brand positioning are diversifying in response ...
This paper proposes that approaches to culture-based brand positioning are diversifying in response ...
This paper proposes that approaches to culture-based brand positioning are diversifying in response ...
This paper proposes that approaches to culture-based brand positioning are diversifying in response ...
Multicultural consumers are those who have been exposed to multiple different cultures and marketpla...
Multicultural consumers are those who have been exposed to multiple different cultures and marketpla...
While there has been a sustained interest in ethnic migrants developing composite cultural identitie...
In the context of increasing cultural diversity, consumers are negotiating their identities and subs...
While there has been a sustained interest in ethnic migrants developing composite cultural identitie...
Today\u27s marketplaces are increasingly multicultural as more individuals negotiate complex cultura...
International audienceToday's marketplaces are increasingly multicultural as more individuals negoti...
Today's marketplaces are increasingly multicultural as more individuals negotiate complex cultural i...
- PURPOSE : Brands, as actors participating in the marketplace's social discourse, have the ability ...
This paper proposes that approaches to culture-based brand positioning are diversifying in response ...
This paper proposes that approaches to culture-based brand positioning are diversifying in response ...
This paper proposes that approaches to culture-based brand positioning are diversifying in response ...
This paper proposes that approaches to culture-based brand positioning are diversifying in response ...
This paper proposes that approaches to culture-based brand positioning are diversifying in response ...
This paper proposes that approaches to culture-based brand positioning are diversifying in response ...
Multicultural consumers are those who have been exposed to multiple different cultures and marketpla...
Multicultural consumers are those who have been exposed to multiple different cultures and marketpla...
While there has been a sustained interest in ethnic migrants developing composite cultural identitie...
In the context of increasing cultural diversity, consumers are negotiating their identities and subs...
While there has been a sustained interest in ethnic migrants developing composite cultural identitie...