Consumer Multicultural Identity Affiliation: Reassessing identity segmentation in multicultural markets

Eva Kipnis, Catherine Demangeot (), Chris Pullig and Amanda Broderick
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Eva Kipnis: Coventry University

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Abstract: The increasing intra-national diversity of many modern markets poses challenges to identity segmentation. As consumers require greater recognition of their diverse identities from brands, marketing science and practice are in search of theories and models that recognize and capture identity dynamics as impacted by cultural influences both from beyond and within national market borders. This paper extends consumer acculturation theory into multicultural market realities and offers a Consumer Multicultural Identity Affiliation (CMIA) Framework2 that distinguishes and integrates three key types of intra- and trans-national cultural influences informing identity dynamics. By examining consumer cultural identities within the CMIA framework in a mixed-method, two-country study, we show that gaining such an integrative view on cultural identity affiliations uncovers greater diversity and complexity (mono-, bi-, or multi-cultural) of consumer segments. We conclude with discussing future directions for CMIA applications to support marketing managers, scholars and educators dealing with culturally heterogeneous markets.

Keywords: Multicultural markets; Consumer cultural identity; Market segmentation; Culture; Marketing (search for similar items in EconPapers)
Date: 2019-05
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Citations: View citations in EconPapers (9)

Published in Journal of Business Research, 2019, 98, pp.126-141. ⟨10.1016/j.jbusres.2018.11.056⟩

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Journal Article: Consumer Multicultural Identity Affiliation: Reassessing identity segmentation in multicultural markets (2019)
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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02114473

DOI: 10.1016/j.jbusres.2018.11.056

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