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Consumer Multicultural Identity Affiliation: Reassessing identity segmentation in multicultural markets

Author

Listed:
  • Eva Kipnis

    (Coventry University)

  • Catherine Demangeot

    (LEM - Lille économie management - UMR 9221 - UA - Université d'Artois - UCL - Université catholique de Lille - ULCO - Université du Littoral Côte d'Opale - Université de Lille - CNRS - Centre National de la Recherche Scientifique)

  • Chris Pullig
  • Amanda Broderick

Abstract

The increasing intra-national diversity of many modern markets poses challenges to identity segmentation. As consumers require greater recognition of their diverse identities from brands, marketing science and practice are in search of theories and models that recognize and capture identity dynamics as impacted by cultural influences both from beyond and within national market borders. This paper extends consumer acculturation theory into multicultural market realities and offers a Consumer Multicultural Identity Affiliation (CMIA) Framework2 that distinguishes and integrates three key types of intra- and trans-national cultural influences informing identity dynamics. By examining consumer cultural identities within the CMIA framework in a mixed-method, two-country study, we show that gaining such an integrative view on cultural identity affiliations uncovers greater diversity and complexity (mono-, bi-, or multi-cultural) of consumer segments. We conclude with discussing future directions for CMIA applications to support marketing managers, scholars and educators dealing with culturally heterogeneous markets.

Suggested Citation

  • Eva Kipnis & Catherine Demangeot & Chris Pullig & Amanda Broderick, 2019. "Consumer Multicultural Identity Affiliation: Reassessing identity segmentation in multicultural markets," Post-Print hal-02114473, HAL.
    • Handle: RePEc:hal:journl:hal-02114473
    DOI: 10.1016/j.jbusres.2018.11.056
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    Cited by:

    1. Šilenskytė, Aušrinė & Kohtamäki, Marko & Dhanaraj, Charles, 2022. "Strategy implementation in the transnational MNC: A critical realist investigation of European and Indian unit collaboration," Journal of Business Research, Elsevier, vol. 152(C), pages 276-289.
    2. Slater, Stephanie & Demangeot, Catherine, 2021. "Marketer acculturation to diversity needs: The case of modest fashion across two multicultural contexts," Journal of Business Research, Elsevier, vol. 134(C), pages 702-715.
    3. Galalae, Cristina & Kipnis, Eva & Demangeot, Catherine, 2020. "Reassessing positive dispositions for the consumption of products and services with different cultural meanings: A motivational perspective," Journal of Business Research, Elsevier, vol. 115(C), pages 160-173.
    4. Stephanie Slater & Catherine Demangeot, 2021. "Marketer acculturation to diversity needs: The case of modest fashion across two multicultural contexts," Post-Print hal-03600360, HAL.
    5. Harrison, Kristina & Ford, John & Karande, Kiran & Merchant, Altaf & Zhang, Weiyong, 2022. "The development and validation of a Chinese American affiliation scale," Journal of Business Research, Elsevier, vol. 143(C), pages 331-345.
    6. Jacobsen, Lina Fogt & Frank, Darius-Aurel & Søndergaard, Helle Alsted & Peschel, Anne Odile, 2025. "From diversity to distinction: Exploring the role of diversity and inclusion related to consumer perceptions of company innovativeness and attractiveness," Journal of Business Research, Elsevier, vol. 189(C).
    7. Fazli-Salehi, Reza & Torres, Ivonne M. & Madadi, Rozbeh & Zúñiga, Miguel Ángel, 2021. "Multicultural advertising: The impact of consumers’ self-concept clarity and materialism on self-brand connection and communal-brand connection," Journal of Business Research, Elsevier, vol. 137(C), pages 46-57.
    8. Tuli, Nikhita & Srivastava, Vibhava & Kumar, Harish, 2025. "Inclusive marketing: A review and research agenda," Journal of Business Research, Elsevier, vol. 191(C).
    9. Ibarra-Cantu, Cecilia & Cheetham, Dr Fiona, 2021. "Consumer multiculturation in multicultural marketplaces: Mexican immigrants’ responses to the global consumer culture construction of Tex-Mex as Mexican food," Journal of Business Research, Elsevier, vol. 134(C), pages 70-77.
    10. Papadopoulos Panagiotis & Ezziane Zoheir, 2020. "Managing Expats and Their Effectiveness: A Comparative Study," Journal of Intercultural Management, Sciendo, vol. 12(1), pages 138-157, March.
    11. Kipnis, Eva & Bebek, Gaye & Brőckerhoff, Aurélie, 2021. "Within, in-between, out-of-bounds? Locating researcher positionalities in multicultural marketplaces," Journal of Business Research, Elsevier, vol. 123(C), pages 401-414.

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