Designing cultural products for Asian–American consumers: A conceptual framework

Yuna Kim and Steven Chen

Journal of Cultural Marketing Strategy, 2016, vol. 2, issue 1, 51-58

Abstract: Asian–Americans are the fastest growing ethnic segment in the USA and have the strongest purchasing power among all cultural segments. Consequently, many companies have turned their marketing efforts towards the emergent Asian–American market. However, most product managers lack understanding of the cultural intricacies within this ethnic segment, which can lead to missed opportunities and product failures. This paper develops a conceptual framework to capture some of the heterogeneity within the Asian–American market and offer guidelines on how to effectively design cultural products that resonate with different Asian–American consumers. Specifically, the authors categorise Asian-American consumers based on their acculturation level (low acculturation, bicultural identification and high acculturation) and show how consumers with different acculturation levels may vary in their response to localised or de-ethnicised product strategies.

Keywords: cultural products; Asian–American consumers; acculturation; localisation strategy; de-ethnicisation strategy (search for similar items in EconPapers)
JEL-codes: J7 M3 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jcms00:y:2016:v:2:i:1:p:51-58

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