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Branding beyond prejudice: Navigating multicultural marketplaces for consumer well-being

Author

Listed:
  • 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
  • Zúñiga, Miguel Angel

Abstract

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). The model 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.

Suggested Citation

  • Kipnis, Eva & Broderick, Amanda J. & Demangeot, Catherine & Adkins, Natalie Ross & Ferguson, Nakeisha S. & Henderson, Geraldine Rosa & Johnson, Guillaume & Mandiberg, James M. & Mueller, Rene Dentiste, 2013. "Branding beyond prejudice: Navigating multicultural marketplaces for consumer well-being," Journal of Business Research, Elsevier, vol. 66(8), pages 1186-1194.
    • Handle: RePEc:eee:jbrese:v:66:y:2013:i:8:p:1186-1194
    DOI: 10.1016/j.jbusres.2012.08.011
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    References listed on IDEAS

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    Cited by:

    1. Kipnis, Eva & Demangeot, Catherine & Pullig, Chris & Broderick, Amanda J., 2019. "Consumer Multicultural Identity Affiliation: Reassessing identity segmentation in multicultural markets," Journal of Business Research, Elsevier, vol. 98(C), pages 126-141.
    2. Slater, Stephanie & Demangeot, Catherine, 2021. "Marketer acculturation to diversity needs: The case of modest fashion across two multicultural contexts," Journal of Business Research, Elsevier, vol. 134(C), pages 702-715.
    3. Reo Song & Sangkil Moon & Haipeng (Allan) Chen & Mark B. Houston, 2018. "When marketing strategy meets culture: the role of culture in product evaluations," Journal of the Academy of Marketing Science, Springer, vol. 46(3), pages 384-402, May.
    4. Chatzopoulou, Elena & Navazhylava, Kseniya, 2022. "Ethnic brand identity work: Responding to authenticity tensions through celebrity endorsement in brand digital self-presentation," Journal of Business Research, Elsevier, vol. 142(C), pages 974-987.
    5. Cruz, Angela Gracia B. & Seo, Yuri & Buchanan-Oliver, Margo, 2018. "Religion as a field of transcultural practices in multicultural marketplaces," Journal of Business Research, Elsevier, vol. 91(C), pages 317-325.
    6. Camelia Oprean-Stan & Sebastian Stan & Vasile Brătian, 2020. "Corporate Sustainability and Intangible Resources Binomial: New Proposal on Intangible Resources Recognition and Evaluation," Sustainability, MDPI, vol. 12(10), pages 1-23, May.
    7. Khare, Apoorv & Jain, Rajesh, 2022. "Mapping the conceptual and intellectual structure of the consumer vulnerability field: A bibliometric analysis," Journal of Business Research, Elsevier, vol. 150(C), pages 567-584.
    8. Del Bucchia, Céline & Lancelot Miltgen, Caroline & Russell, Cristel Antonia & Burlat, Claire, 2021. "Empowerment as latent vulnerability in techno-mediated consumption journeys," Journal of Business Research, Elsevier, vol. 124(C), pages 629-651.

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