IDEAS home Printed from https://ideas.repec.org/a/aza/jcms00/y2016v2i1p51-58.html
   My bibliography  Save this article

Designing cultural products for Asian–American consumers: A conceptual framework

Author

Listed:
  • Kim, Yuna
  • Chen, Steven

Abstract

Asian–Americans are the fastest growing ethnic segment in the USA and have the strongest purchasing power among all cultural segments. Consequently, many companies have turned their marketing efforts towards the emergent Asian–American market. However, most product managers lack understanding of the cultural intricacies within this ethnic segment, which can lead to missed opportunities and product failures. This paper develops a conceptual framework to capture some of the heterogeneity within the Asian–American market and offer guidelines on how to effectively design cultural products that resonate with different Asian–American consumers. Specifically, the authors categorise Asian-American consumers based on their acculturation level (low acculturation, bicultural identification and high acculturation) and show how consumers with different acculturation levels may vary in their response to localised or de-ethnicised product strategies.

Suggested Citation

  • Kim, Yuna & Chen, Steven, 2016. "Designing cultural products for Asian–American consumers: A conceptual framework," Journal of Cultural Marketing Strategy, Henry Stewart Publications, vol. 2(1), pages 51-58, October.
    • Handle: RePEc:aza:jcms00:y:2016:v:2:i:1:p:51-58
    as

    Download full text from publisher

    File URL: https://hstalks.com/article/4743/download/
    Download Restriction: Requires a paid subscription for full access.
    File URL: https://hstalks.com/article/4743/
    Download Restriction: Requires a paid subscription for full access.
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    cultural products; Asian–American consumers; acculturation; localisation strategy; de-ethnicisation strategy;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • J7 - Labor and Demographic Economics - - Labor Discrimination

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aza:jcms00:y:2016:v:2:i:1:p:51-58. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Henry Stewart Talks (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.