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

Author

Listed:
  • Eva Kipnis

    (Coventry University (UK) - Coventry University)

  • Amanda J. Broderick

    (Salford Business School - University of Salford)

  • Catherine Demangeot

    (University of Strathclyde)

  • Natalie Ross Adkins
  • Nakeisha S. Ferguson

    (St. Thomas University, Miami - Saint Thomas University)

  • Geraldine Rosa Henderson

    (Rutgers Business School - RUTGERS - Rutgers, The State University of New Jersey [New Brunswick])

  • Guillaume Johnson

    (DRM - Dauphine Recherches en Management - Université Paris-Dauphine - CNRS - Centre National de la Recherche Scientifique)

  • James M. Mandiberg
  • Rene Dentiste Mueller

    (College of Charleston - College of Charleston)

  • Chris Pullig
  • Abhijit Roy
  • Miguel Angel Zúñiga

    (Morgan State University)

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

  • Eva Kipnis & Amanda J. Broderick & Catherine Demangeot & Natalie Ross Adkins & Nakeisha S. Ferguson & Geraldine Rosa Henderson & Guillaume Johnson & James M. Mandiberg & Rene Dentiste Mueller & Chris , 2013. "Branding beyond prejudice: Navigating multicultural marketplaces for consumer well-being," Post-Print hal-01346704, HAL.
  • Handle: RePEc:hal:journl:hal-01346704 DOI: 10.1016/j.jbusres.2012.08.011 Note: View the original document on HAL open archive server: https://hal.archives-ouvertes.fr/hal-01346704
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    References listed on IDEAS

    as
    1. Aaker, Jennifer L, 2000. " Accessibility or Diagnosticity? Disentangling the Influence of Culture on Persuasion Processes and Attitudes," Journal of Consumer Research, Oxford University Press, vol. 26(4), pages 340-357, March.
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    7. Aaker, Jennifer L., 2000. "Accessibility or Diagnosticity? Disentangling the Influence of Culture on Persuasion Processes and Attitudes," Research Papers 1579, Stanford University, Graduate School of Business.
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    9. Mandiberg, James M. & Warner, Richard, 2012. "Business development and marketing within communities of social service clients," Journal of Business Research, Elsevier, vol. 65(12), pages 1736-1742.
    10. Chattaraman, Veena & Rudd, Nancy A. & Lennon, Sharron J., 2009. "Identity salience and shifts in product preferences of Hispanic consumers: Cultural relevance of product attributes as a moderator," Journal of Business Research, Elsevier, vol. 62(8), pages 826-833, August.
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    13. da Silveira, Catherine & Lages, Carmen & Simões, Cláudia, 2013. "Reconceptualizing brand identity in a dynamic environment," Journal of Business Research, Elsevier, vol. 66(1), pages 28-36.
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