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Cultural metaphors: Enhancing consumer pleasure in ethnic servicescapes

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  • Elliot, Esi Abbam
  • Cherian, Joseph
  • Casakin, Hernan

Abstract

This paper explores how cultural metaphors in ethnic servicescapes enhance consumer pleasure. To date, marketing researchers have mainly explored how consumers respond to ambient conditions, functional layout and signs/symbols within servicescapes. However, few studies are available on consumer pleasure in ethnic servicescapes or the use of cultural metaphors in servicescapes to enhance consumer pleasure. The study here extends extant literature by contributing an additional dimension of pleasure named “ethno-pleasure.” This notion relates to consumer emotional responses to the cultural metaphors in the servicescapes associated with cultural self-construal. The three themes relating to ethno-pleasure include symbolic experience, imaginary experience, and reviving experience. Findings from this study have implications for assisting marketers in developing strategies for multi-cultural marketing.

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  • Elliot, Esi Abbam & Cherian, Joseph & Casakin, Hernan, 2013. "Cultural metaphors: Enhancing consumer pleasure in ethnic servicescapes," Journal of Business Research, Elsevier, vol. 66(8), pages 1004-1012.
    • Handle: RePEc:eee:jbrese:v:66:y:2013:i:8:p:1004-1012
    DOI: 10.1016/j.jbusres.2011.12.024
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    References listed on IDEAS

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    Cited by:

    1. Lau, Hei Tong & Lee, Richard, 2018. "Ethnic media advertising effectiveness, influences and implications," Australasian marketing journal, Elsevier, vol. 26(3), pages 216-220.
    2. Figueiredo, Bernardo & Larsen, Hanne Pico & Bean, Jonathan, 2021. "The Cosmopolitan Servicescape," Journal of Retailing, Elsevier, vol. 97(2), pages 267-287.
    3. Rosenbaum, Mark S. & Kelleher, Carol & Friman, Margareta & Kristensson, Per & Scherer, Anne, 2017. "Re-placing place in marketing: A resource-exchange place perspective," Journal of Business Research, Elsevier, vol. 79(C), pages 281-289.
    4. Adu-Ampong, Emmanuel Akwasi, 2016. "A metaphor analysis research agenda for tourism studies," Annals of Tourism Research, Elsevier, vol. 57(C), pages 248-250.
    5. Bell, Monique L. & Puzakova, Marina, 2017. "¿Y Usted? Social influence effects on consumers' service language preferences," Journal of Business Research, Elsevier, vol. 72(C), pages 168-177.
    6. 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.

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