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Transcultural identity development among third generation minority consumers

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  • Takhar, Amandeep
  • Jamal, Ahmad
  • Kizgin, Hatice

Abstract

This study explores how global and local forces influence the processes of consumer re-acculturation amongst third-generation British Sikhs in the United Kingdom (U.K.). Data is collected over a three-year period using multiple methods that focus on the experiential consumption of shaadi.com by third-generation British-born Sikhs. Data is analysed using thematic analysis, and findings reveal three transcultural identity patterns: accommodating, re-acculturating, and resisting Sikh culture. We argue that the emergent identity patterns are fluid, as our participants feel neither wholly British, wholly Sikh, nor wholly British-Sikh, positioning themselves beyond, rather than against, Sikh or British culture. We uncover the connectedness between the traditional cultural practices of arranged marriages and the space of shaadi.com, a matrimonial website. We interpret this website as a medium through which transcultural identities are constructed. We contribute to theory by showing the development of transcultural patterns of consumption and consistent transcultural identity construction in non-migrating ethnic communities.

Suggested Citation

  • Takhar, Amandeep & Jamal, Ahmad & Kizgin, Hatice, 2021. "Transcultural identity development among third generation minority consumers," Journal of Business Research, Elsevier, vol. 133(C), pages 132-142.
  • Handle: RePEc:eee:jbrese:v:133:y:2021:i:c:p:132-142
    DOI: 10.1016/j.jbusres.2021.04.060
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