Consumer multiculturation: consequences of multi-cultural identification for brand knowledge

Kipnis, Eva; Broderick, Amanda J.; Demangeot, Catherine

doi:10.1080/10253866.2013.778199

Cited by 54 publications

(76 citation statements)

References 74 publications

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“…Based on previous ideas, in the context of consumption, XEN refers to the inclination of consumers for goods or services from a society other than their own, a tendency to evaluate and accept foreign goods and services instead of those coming from their society [14]. In this way, consumer xenocentrism establishes the general preference of consumers for foreign products and the rejection of products from their own country [22].…”

Section: Xenocentrismmentioning

confidence: 99%

The Influence of Xenocentrism on Purchase Intentions of the Consumer: The Mediating Role of Product Attitudes

2020

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Globally, xenocentrism has emerged as a significant concept to understand consumer behavior regarding local and foreign products. In this context and based on a sample of Colombian customers, this investigation aims to analyze both the direct and indirect effects of xenocentrism on the consumer purchase intentions of imported products through product attitudes and perceived product quality. Xenocentrism was measured using the XSCALE, and the research model was analyzed with partial least squares structural equation modeling. The result indicates that xenocentrism has a positive direct effect on purchase intentions, perceived product quality, and product attitudes. The analysis also shows that product attitudes will partially mediate the effect between xenocentrism and purchase intentions. In light of these findings, xenocentrism in Latin America arises as a solid construction to explain consumer behavior, mainly when individuals’ beliefs generate a positive appreciation of the purchase of imported products that compete in local markets. Moreover, these results permit designing sustainable marketing strategies that are more suited to the xenocentrism of Latin American consumers.

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Section: Xenocentrismmentioning

confidence: 99%

The Influence of Xenocentrism on Purchase Intentions of the Consumer: The Mediating Role of Product Attitudes

2020

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“…Furthermore, the culture swapping may not only happen between host and ancestral cultures, as immigrant communities may interact with and learn from other immigrant communities. This is particularly relevant to the context of our research, which seeks to explore the interaction amongst individuals from different ethnic communities Demangeot and Sankaran (2012) Empirical paper on UAE residents Kipnis et al (2014) Conceptual work on consumer identities in multicultural environments…”

Section: Acculturation and Cosmopolitanismmentioning

confidence: 99%

Towards a framework for understanding ethnic consumers’ acculturation strategies in a multicultural environment

Dey

Alwi

Yamoah

et al. 2019

IMR

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Purpose While it is essential to further research the growing diversity in western metropolitan cities, little is currently known about how the members of various ethnic communities acculturate to multicultural societies. The purpose of this paper is to explore immigrants’ cosmopolitanism and acculturation strategies through an analysis of the food consumption behaviour of ethnic consumers in multicultural London. Design/methodology/approach The study was set within the socio-cultural context of London. A number of qualitative methods such as in-depth interviews, observation and photographs were used to assess consumers’ acculturation strategies in a multicultural environment and how that is influenced by consumer cosmopolitanism. Findings Ethnic consumers’ food consumption behaviour reflects their acculturation strategies, which can be classified into four groups: rebellion, rarefaction, resonance and refrainment. This classification demonstrates ethnic consumers’ multi-directional acculturation strategies, which are also determined by their level of cosmopolitanism. Research limitations/implications The taxonomy presented in this paper advances current acculturation scholarship by suggesting a multi-directional model for acculturation strategies as opposed to the existing uni-directional and bi-directional perspectives and explicates the role of consumer cosmopolitanism in consumer acculturation. The paper did not engage host communities and there is hence a need for future research on how and to what extent host communities are acculturated to the multicultural environment. Practical implications The findings have direct implications for the choice of standardisation vs adaptation as a marketing strategy within multicultural cities. Whilst the rebellion group are more likely to respond to standardisation, increasing adaptation of goods and service can ideally target members of the resistance and resonance groups and more fusion products should be exclusively earmarked for the resonance group. Originality/value The paper makes original contribution by introducing a multi-directional perspective to acculturation by delineating four-group taxonomy (rebellion, rarefaction, resonance and refrainment). This paper also presents a dynamic model that captures how consumer cosmopolitanism impinges upon the process and outcome of multi-directional acculturation strategies.

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“…Brand culture research asks how cocreations of brand actors interact with brand image and brand identity (for example, Bengtsson and Östberg, 2006;Schroeder and Salzer-Mörling, 2006;Kipnis et al, 2014). For example, brand researchers have argued that co-creation depends upon a minimal level of competency in reading or understanding the brand -or brand literacy (Oswald, 2010).…”

Section: Corporate Heritage Brands Cultural Heritage Brands and Branmentioning

confidence: 98%

A brand culture approach to Chinese cultural heritage brands

Schroeder

Borgerson

2015

J Brand Manag

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This research represents an effort to fill the gap between brand development studies focusing expressly on Western brands and their markets and culturespecific global brand development in emerging markets, such as China. Case studies are presented of two Chinese brands, Shanghai Tang and Shang Xia, which use cultural heritage in their branding strategy. A consumer perspective sheds light on how consumers co-create brand meaning for cultural heritage brands, and clarifies concepts of brand culture, cultural heritage and brand heritage. A brand culture approach offers new perspectives on how brand actors co-create, circulate and re-configure existing meanings of brands and cultures, and how Chinese brands become vehicles for meaning co-creation across national boundaries. Implications include the benefits of being prepared to compete with a new type of Chinese brand that taps into China's rich cultural heritage, instead of relying on cheap mass production; connecting to ideas of Chineseness and drawing upon shared cultural knowledge to build brand values; engaging with cultural tensions, rather than sidestepping them; providing employees with in depth training about the cultural aspects of the brand in order to align branding strategy with what we have called operational identity; and engaging the co-creative stakeholders that play important roles in cultural heritage brands.

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Consumer multiculturation: consequences of multi-cultural identification for brand knowledge

Cited by 54 publications

References 74 publications

The Influence of Xenocentrism on Purchase Intentions of the Consumer: The Mediating Role of Product Attitudes

The Influence of Xenocentrism on Purchase Intentions of the Consumer: The Mediating Role of Product Attitudes

Towards a framework for understanding ethnic consumers’ acculturation strategies in a multicultural environment

A brand culture approach to Chinese cultural heritage brands

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