Ethnic identity, consumption of cultural apparel, and self‐perceptions of ethnic consumers

Abstract

Purpose -The purpose of this paper is to investigate whether ethnic consumers' consumption of cultural apparel, and attributional responses related to their consumption, is predicted by their strength of ethnic identification. The study also examined whether the consumption of cultural apparel mediates the influence of strength of ethnic identification on consumers' attributional responses. Design/methodology/approach -Internet survey research was the chosen methodology for this study. A convenience sample of 106 research participants from four ethnic subcultures in the USA were recruited. Findings -Regression analyses revealed that strength of ethnic identification was a significant predictor of cultural apparel consumption and attribution of emotions and meanings to the consumption. Further, consumption of cultural apparel perfectly mediated the influence of strength of ethnic identification on consumers' attributions of emotions, and partially mediated this influence on consumers' attributions of meanings.Research limitations/implications -The study provides valuable implications for channeling apparel product development, merchandising, and retailing to better meet the emotional needs and preferences of ethnic consumers. The main limitation of this study is the use of a non-representative sample. Originality/value -Prior research on ethnic consumers' motivations in consuming cultural products is limited. This study fills this gap in the literature at a time when large retailers are seeking to attract ethnic consumers through culturally targeted apparel products and brands.

Ethno-Marketing: Synopse empirischer Studien sowie Schlussfolgerungen für die Marketing-Praxis und -Forschung

“…Bewertung von Produktmerkmalen: Zehn Studien beschäftigen sich mit der Gewichtung von produkteigenschaften bei sowie dem Einfluss von produktbezogenen einstellungen (insbesondere Zufriedenheit) auf Kaufentscheidungen von angehörigen der hispanischen Bevölke-rungsgruppe (o'Guinn und Faber 1985a;Deshpande et al 1986;Faber et al 1987;Webster 1991;herche und Balasubramanian 1994;Donthu und Cherian 1995;Kim und Kangpark 1995;taylor et al 1997;Chattaraman und lennon 2008;Chattaraman et al 2008). Die bisherigen arbeiten deuten darauf hin, dass innerhalb der Gruppe der hispanics Bewertungsunterschiede von produkten in abhängigkeit von der Stärke der Identifikation mit Kulturelementen ihres hl einerseits und denen der uSa andererseits bestehen.…”

“…Demnach gewichten hispanics mit geringem akkulturationsgrad bzw. hoher Identifikationsstärke mit ihrer ethnischen herkunftsgruppe herstellergarantien, den Grad der produktetablierung im Markt, den prestigenutzen sowie bei Bekleidung deren orientierung an Designvorstellungen des hl stärker und Kundendienstleistungen geringer als personen hispanischen ursprungs mit hoher orientierung an uS-amerikanischen Kulturdimensionen (Deshpande et al 1986;Chattaraman und lennon 2008;Chattaraman et al 2008). Donthu und Cherian (1995) sowie Kim und KangPark (1995) stellen in ihren Studien heraus, dass hispanics mit einer starken ethnischen hl-orientierung tendenziell dazu neigen, produktinnovationen (= Übernahme einer innovation unmittelbar nach ihrer Markteinführung) nicht nachzufragen.…”

The Impact of Arab American Ethnic Identity on the Consumption of Culture-Specific Products

“…Ethnic identity has been linked to the consumption of culturespecific products (Carrus, Nenci, and Caddeo 2008). However, despite the marketing significance of research with a cultural focus, only a limited amount of attention has been given to the study of ethnic subcultures (Chattaraman and Lennon 2008;Ogden, Ogden, and Schau 2004;Xu et al 2004). This gap is unfortunate, as it negatively affects the ability of marketers to design successful marketing strategies that target specific ethnic groups (Jamal 2003;Ogden et al 2004;Pires and Stanton 2000).…”

A Study of the Role of Small Ethnic Retail Grocery Stores in Urban Renewal in a Social Housing Project, Toronto, Canada

“…18 The significance of robust ethnic social space in a neighborhood is, therefore, critical in shaping neighborhood identities and sense of belonging and in shaping consumption and civic culture in those spaces. 19,20 Gentrification generally is accompanied by uncertainties, powerlessness, and exclusion, leading to health disparities for low-income residents of gentrifying urban neighborhoods. 3,13 These issues are of public health concern, requiring multiple responses from all stakeholders.…”