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

Listed author(s):
  • 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)

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.

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Paper provided by HAL in its series Post-Print with number hal-01346704.

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Date of creation: 2013
Publication status: Published in Journal of Business Research, 2013, 66 (8), 〈10.1016/j.jbusres.2012.08.011〉
Handle: RePEc:hal:journl:hal-01346704
DOI: 10.1016/j.jbusres.2012.08.011
Note: View the original document on HAL open archive server:
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References listed on IDEAS
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  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.
  2. Belk, Russell W, 1988. " Possessions and the Extended Self," Journal of Consumer Research, Oxford University Press, vol. 15(2), pages 139-168, September.
  3. Gardner, Meryl Paula, 1983. " Advertising Effects on Attributes Recalled and Criteria Used for Brand Evaluations," Journal of Consumer Research, Oxford University Press, vol. 10(3), pages 310-318, December.
  4. William A. V. Clark & Regan Maas, 2009. "The Geography of a Mixed-Race Society," Growth and Change, Wiley Blackwell, vol. 40(4), pages 565-593.
  5. Kwok Leung & Rabi S Bhagat & Nancy R Buchan & Miriam Erez & Cristina B Gibson, 2005. "Culture and international business: recent advances and their implications for future research," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 36(4), pages 357-378, July.
  6. Friestad, Marian & Wright, Peter, 1994. " The Persuasion Knowledge Model: How People Cope with Persuasion Attempts," Journal of Consumer Research, Oxford University Press, vol. 21(1), pages 1-31, June.
  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.
  8. repec:dau:papers:123456789/11317 is not listed on IDEAS
  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.
  11. repec:dau:papers:123456789/11300 is not listed on IDEAS
  12. repec:dau:papers:123456789/11320 is not listed on IDEAS
  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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