Branding Beyond Prejudice: Cultural Branding and Consumer Well-being in Multicultural Marketplaces



Date of this version


Document Type



Multicultural marketplaces, Culture-based branding, Consumer vulnerability, Consumer well-being


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.

Published in

Journal of Business Research

Citation/Other Information

66(8), 1186-1194