Title
Branding Beyond Prejudice: Cultural Branding and Consumer Well-being in Multicultural Marketplaces
Department/School
Marketing
Date of this version
2013
Document Type
Article
Keywords
Multicultural marketplaces, Culture-based branding, Consumer vulnerability, Consumer well-being
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.
Volume
66
Issue
8
Published in
Journal of Business Research
Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.
Citation/Other Information
Kipnis, E., Broderick, A. J., Demangeot, C., Adkins, N. R., Ferguson, N. S., Henderson, G. R., Johnson, G., Mandiberg, J. M., Mueller, R. D., Pullig, C., Roy, A., & Zuñiga, M. A. (2013). Branding beyond prejudice: Navigating multicultural marketplaces for consumer well-being. Journal of Business Research, 66(8), 1186-1194. https://doi.org/10.1016/j.jbusres.2012.08.011