The DOI matches its Crossref record; 70 of the 70 references it cites were found in a registry or an index.
Marketing in a multicultural world: The interplay of marketing, ethnicity and consumption
Abstract
Marketing as a concept pays a great deal of attention to the individual market transactions, ignoring the impact of marketing practices on society at a macro level. The paper argues that, in a multicultural marketplace, marketers and consumers of different ethnic backgrounds co‐exist, interact and adapt to each other. In doing so, consumers act as skilled navigators who frequently engage in culture swapping to sample the many tastes, themes and sounds of different cultures. Marketing facilitates this culture swapping and contributes towards tolerance and acceptance of lifestyle among consumers. However, traditional racial or ethnic segmentation could become problematic due to the fact that consumers no longer conform either individually or as a group to any one specific segment or category. The paper is based on an ethnographic study of ethnic minority and mainstream consumers in the UK.
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Cites
Lincoln, Y. S., Guba, E. G., & Pilotta, J. J. (1985) · International Journal of Intercultural Relations · doi:10.1016/0147-1767(85)90062-8 · Cited by 45,787
The Interpretation of Cultures
(2017) · Macat Library eBooks · doi:10.4324/9781912128310 · Cited by 16,449
Immigration, Acculturation, and Adaptation
Berry, J. W. (1997) · Applied Psychology · doi:10.1111/j.1464-0597.1997.tb01087.x · Cited by 7,585
Markus, H., & Nurius, P. (1986) · American Psychologist · doi:10.1037/0003-066x.41.9.954 · Cited by 5,806
Kotler, P. T., & Armstrong, G. (1972) · University of Maribor digital library (University of Maribor) · Cited by 5,591
The Theory of the Leisure Class
Veblen, T. (2009) · Oxford University Press eBooks · doi:10.1093/owc/9780199552580.001.0001 · Cited by 5,279
McCracken, G. (1988) · Sage eBooks · doi:10.4135/9781412986229 · Cited by 5,051
Human Groups and Social Categories: Studies in Social Psychology.
Rose, A., & Tajfel, H. (1983) · Contemporary Sociology · doi:10.2307/2066820 · Cited by 4,110
Analysis and Interpretation of Qualitative Data in Consumer Research
Spiggle, S. (1994) · Journal of Consumer Research · doi:10.1086/209413 · Cited by 2,937
McCracken, G. (1986) · Journal of Consumer Research · doi:10.1086/209048 · Cited by 2,843
Cited by
The Relationship between Religiosity and New Product Adoption
Rehman, A., & Shahbaz Shabbir, M. (2010) · Journal of Islamic Marketing · doi:10.1108/17590831011026231 · Cited by 344
Indigenes’ Responses to Immigrants’ Consumer Acculturation: A Relational Configuration Analysis
Luedicke, M. K. (2015) · Journal of Consumer Research · doi:10.1093/jcr/ucv002 · Cited by 110
Eating One’s Own Otherness: When Producers Commercialize Their Ethnicities
Zanette, M. C., Brito, E. P. Z., Fontenelle, I. A., & de Camargo Heck, M. (2021) · Journal of Business Research · doi:10.1016/j.jbusres.2021.02.057 · Cited by 7
Metadata
- Authors
- Jamal, A.
- Venue
- European Journal of Marketing
- Publisher
- Emerald
- Published
- 2003-12-01
- Volume
- 37
- Issue
- 11/12
- Pages
- 1599-1620
- ISSN
- 0309-0566 (ISSN-L)
- OpenAlex
- W1531752103
- Cited by
- 347
- References
- 70
- FWCI
- 45.97
- Type
- journal article
- Language
- en
- Open access
- closed
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Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
