Television Attitudes and TV Types of African-Americans, Latinos, and Caucasians

Albert, Terri C.; Jacobs, Randy

doi:10.2501/s0021849908080276

Cited by 7 publications

(2 citation statements)

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“…Askegaard et al (2005) showed how Greenlanders (Inuit) in Denmark sometimes experience their consumption as a badge of identity, sometimes as a means to avoid misunderstandings with the dominant group and sometimes as a means to access a globalised transnational culture. Zouaghi and Béji-Bécheur (2011) show how women of Tunisian origin, when using body care products, manifest their intention of expressing very different identities [13] within one consumption episode and how they navigate between these intentions. Béji-Bécheur et al (2014) show how consumers seek a variety of cultural expression in their consumption of couscous according to not only culture but also the various moments of consumption (with family, friends, at a party, among colleagues, etc.…”

Section: Discussion: Towards a Postcolonial Deconstructionmentioning

confidence: 99%

“…They therefore studied it through a dominant-dominated prism. Later, when researchers from minorities, Americans in particular, got involved in the issue, they chose the same underlying paradigm in order to develop a militant research in response to the dominant-group researchers (Franklin, 2014;Albert and Jacobs, 2008;Maldonado and Tansuhaj, 2002;Deshpande et al, 1986;Portes, 1984). The goal was to establish their visibility on the market as economic agents.…”

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Ethnic segmentation in marketing: a tool for social domination in France

Zouaghi

2015

Society and Business Review

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Purpose-The present article deals with the issue of researchers' responsibility for the dissemination of ideologies which have led to the cultural marginalization and categorization of minority social groups into a dominant/dominated relationship in France. One telling example is the way ethnic segmentation-as now used in marketing-finds its roots in the colonial paradigm. Design/methodology/approach-A critical and analytical review of the literature on ethnic marketing. Findings-The current paradigm which splits the world into centre and periphery or dominant and dominated, in the French context, is not the only existing one. In the framework of postcolonial studies, researchers in marketing now approach the ethnic market by being as close to consumers as possible and by adapting their methodology to the Consumer Culture Theory. Originality/value-Some researchers become aware that the feeling of ethnic selfidentification would not exist without the involvement of the dominant group who imposes their view on minorities. As to multicultural individuals, minorities have to adjust to a great variety of social situations by drawing from a set of available cultural identities. It is therefore more a question of multiple selves than ethnic identity. Multicultural individuals create their own identity and co-create new social categories from the grey area between dominant and dominated groups. The postcolonial approach raises the question as to whether ethnicity is a mere ideological construct with no underlying reality but the actual domination of minorities.

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Section: Discussion: Towards a Postcolonial Deconstructionmentioning

confidence: 99%

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confidence: 99%

Ethnic segmentation in marketing: a tool for social domination in France

Zouaghi

2015

Society and Business Review

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

Gerpott

Bicak

2010

markt

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Zusammenfassung ethno-Marketing, d. h. die ausrichtung von Marketing-Mix-instrumenten auf Zielgruppen, deren unmittelbares oder mittelbares Geburtsland nicht mit dem land übereinstimmt, in dem sie seit längerem leben und konsumieren, ist in klassischen einwanderungsstaaten wie den uSa ein fester Bestandteil der Marketingforschung und -praxis. trotz der erheblichen wirtschaftlichen Bedeutung von Konsumenten mit Migrationshintergrund auch in Deutschland gibt es erst wenige empirische wissenschaftliche arbeiten, die sich mit der Marketing-Gestaltung für ethnische Zielgruppen in Deutschland befassen. Dieser Beitrag integriert deshalb die Befunde von 68 zwischen Januar 1983 und Mai 2010 in englischer Sprache publizierten Studien zum Konsumverhalten und zu Wirkungen von Marketingmaßnahmen von in den uSa lebenden personen mit hispanischem Migrationshintergrund, um mit hilfe von analogieschlüssen hinweise zur Gestaltung von ethno-Marketing-ansätzen in Deutschland abzuleiten. Die uS-zentrierte literaturanalyse wird durch einbezug der wenigen arbeiten zum Marketing für in Deutschland adressierbare ethnische Zielgruppen ergänzt. Die Bestandsaufnahme zeigt, dass positive Kundenreaktionen auf ethno-Marketing nur bei ethnischen Gruppen zu erwarten sind, deren herkunftslandkultur sich von der Kultur ihres Wohnlandes deutlich unterscheidet und die weiterhin ein hohes Identifikationsniveau mit ihrem Herkunftsland aufweisen. aus dieser erkenntnis wird ein Vorgehensvorschlag zur systematischen erkundung der betriebswirtschaftlichen Vorteilhaftigkeit von ethno-Marketing-ansätzen für leistungsangebote von unternehmen abgeleitet. Schlüsselwörter ethno-Marketing · Konsumentenverhalten · türken in DeutschlandAbstract ethnic marketing, i.e. the adaptation of marketing mix instruments to target segments derived from the country of origin of consumers, is an integral part of the marketing research and practice in established immigration countries. Despite the considerable economic importance of consumers with a migration background in Germany there is a scarcity of empirical scholarly papers, which focus on marketing activities for ethnically definable consumer segments residing in Germany. therefore the present paper reviews the results of 68 english-language studies on consumer behavior and effects of marketing activities on hispanics living in the uSa in order to arrive at a better understanding of the design of ethnic marketing measures in Germany. the uS-centered literature analysis is supplemented by the few studies in marketing for ethnic target groups resident in Germany. the analysis shows that positive consumer responses to ethnic marketing campaigns may be expected just in target segments whose country of origin's culture differ significantly from their resident country's culture and who still identify strongly with their country of origin's culture. this insight is used to propose a procedure which aims at assessing the economic net value of ethnic marketing concepts for sales offerings of corporations. Ethno-Marketing: Synopse...

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