Marketer acculturation to diversity needs: The case of modest fashion across two multicultural contexts

Stephanie Slater and Catherine Demangeot

Journal of Business Research, 2021, vol. 134, issue C, 702-715

Abstract: Intersecting neo-institutional and acculturation theory, this paper investigates how national acculturation ideologies inform attitudes towards modest fashion, comparing the United Kingdom and French contexts. Modest fashion, an emerging market phenomenon with roots in the conservative notion of ‘modesty’, has been a controversial cultural flashpoint.

Keywords: Neo-institutional theory; Acculturation theory; Multicultural marketplaces; Modest fashion; Context; Institutional work (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:134:y:2021:i:c:p:702-715

DOI: 10.1016/j.jbusres.2021.05.059

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