Branding beyond prejudice: Navigating multicultural marketplaces for consumer well-being

Eva Kipnis, Amanda J. Broderick, Catherine Demangeot (), Natalie Ross Adkins, Nakeisha S. Ferguson, Geraldine Rosa Henderson, Guillaume Johnson, James M. Mandiberg, Rene Dentiste Mueller, Chris Pullig, Abhijit Roy and Miguel Angel Zúñiga
Additional contact information
Eva Kipnis: Coventry University
Amanda J. Broderick: Salford Business School - University of Salford
Nakeisha S. Ferguson: St. Thomas University, Miami - Saint Thomas University
Geraldine Rosa Henderson: Rutgers Business School - RU - Rutgers, The State University of New Jersey [New Brunswick] - Rutgers - Rutgers University System
Guillaume Johnson: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Rene Dentiste Mueller: College of Charleston
Miguel Angel Zúñiga: Morgan State University

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Abstract: Today's marketplaces are increasingly multicultural as more individuals negotiate complex cultural identities. Brands play a role in materializing individual identities—however, little is known about how culture-based brand appeals might affect consumers' identity dynamics, positively or negatively. The paper provides a framework and a model that examines the interaction between three different types of multicultural marketplaces (assimilation, separation, and mutual integration) and different voices that brands might use in their cultural appeals (Branding Ignorance, Branding Tolerance, and Branding Engagement). The model identifies how these different voices (strategies) might exacerbate consumer vulnerabilities in different types of marketplaces and provides recommendations for how to use culture-based branding appeals in a benevolent manner.

Keywords: Multicultural marketplaces; Culture-based branding; Consumer vulnerability; Consumer well-being; Prejudice (search for similar items in EconPapers)
Date: 2013
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Citations: View citations in EconPapers (8)

Published in Journal of Business Research, 2013, 66 (8), ⟨10.1016/j.jbusres.2012.08.011⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01346704

DOI: 10.1016/j.jbusres.2012.08.011

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