Abstract Managing Consumer-to-Consumer Interaction (CCI) is an essential task for service provide... more Abstract Managing Consumer-to-Consumer Interaction (CCI) is an essential task for service providers since the presence of other consumers within the same service setting may spoil or enhance one's service experience. CCI management becomes even more critical in multicultural societies as it implies the integration of consumers from different cultural backgrounds. The present research, through an experiment in South Africa, demonstrates the fundamental influence of cultural compatibility, intergroup anxiety and cross-group ...
Multicultural marketing is a strategic priority area for most companies in emerging consumer mark... more Multicultural marketing is a strategic priority area for most companies in emerging consumer markets (ECMs). We develop a new conceptual framework that demonstrates how two processes influence the effectiveness of multicultural advertising, namely similarity and corporate social responsibility processes. We draw on attribution, social influence, and intercultural accommodation theories to argue that there are strong economic imperatives—expressed in terms of
Although a rich body of research provides insights to understanding stigma within the marketplace... more Although a rich body of research provides insights to understanding stigma within the marketplace, much less is known regarding its direct corollary, privilege. We posit that this void is problematic as it may inadvertently support and legitimate existing socio-political arrangements which inhibit consumer well-being and marketplace equality. The present study addresses this gap by offering a theoretical understanding of privilege within the marketplace. Using a Foucauldian approach to privilege and power, we draw on the discursive perspective on legitimation to critically investigate the contentious debate over the inclusion of halal meat at a popular burger chain in France. In light of French political secularism (laïcité), we demonstrate how power discursively operates through narratives on rights and moral responsibility to constitute, defend and challenge a certain state of privilege within the marketplace. Our resulting theoretical discussion extends existing studies on marketplace equality and the growing body of literature related to the “marketization of religion”.
Http Dx Doi Org 10 1080 08911762 2010 487420, Jun 25, 2010
Multicultural marketing is a strategic priority area for most companies in emerging consumer mark... more Multicultural marketing is a strategic priority area for most companies in emerging consumer markets (ECMs). We develop a new conceptual framework that demonstrates how two processes influence the effectiveness of multicultural advertising, namely similarity and corporate social responsibility processes. We draw on attribution, social influence, and intercultural accommodation theories to argue that there are strong economic imperatives—expressed in terms of
Abstract Intercultural competency plays a pivotal role in creating a more equitable and just mark... more Abstract Intercultural competency plays a pivotal role in creating a more equitable and just marketplace where situations of marketplace vulnerability are minimized and resiliency is enhanced. Intercultural competency is the ability to understand, adapt, and accommodate another's culture. In this essay, a framework of intercultural competency development in multicultural marketplaces is presented. Resilience building actions for multicultural marketplace actors, specifically, consumers, businesses/marketers, community groups ...
This case explores the aggregate influence of corporate marketing practices on public health and ... more This case explores the aggregate influence of corporate marketing practices on public health and examines the increasingly important issue of the role of targeted marketing strategies by the food and beverage industries in the obesity epidemic. Specifically, it engages a discussion about a significant yet overlooked dimension – targeted marketing to ethnic minority children. Although U.S. government reports clearly cite the disproportionate rates of obesity among ethnic minority youth, limited attention is paid to understanding whether the factors that contribute to obesity among children in general may have an excessive impact on ethnic minority youth.
Managing Consumer-to-Consumer Interaction (CCI) is an essential task for service providers since ... more Managing Consumer-to-Consumer Interaction (CCI) is an essential task for service providers since the presence of other consumers within the same service setting may spoil or enhance one's service experience. CCI management becomes even more critical in multicultural societies as it implies the integration of consumers from different cultural backgrounds. The present research, through an experiment in South Africa, demonstrates the fundamental influence of cultural compatibility, intergroup anxiety and cross-group contact on consumers' evaluations of CCI and their service satisfaction. Results confirm Allport's (1954) contact hypothesis within the field of marketing, and highlight its key influence on consumer behavior in a culturally diverse marketplace.► We empirically demonstrate how cross-cultural CCI influences service satisfaction. ► Perceived compatibility with other consumers influences consumers' satisfaction. ► Felt anxiety partially explains the influence of compatibility on satisfaction. ► Out-group contact increases compatibility with culturally-incongruent consumers. ► Understanding “contact” is key within increasingly multicultural marketplaces.
Today's marketplaces are increasingly multicultural as more individuals negotiate complex cultura... more 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.
Multicultural marketing is a strategic priority area for most companies in emerging consumer mark... more Multicultural marketing is a strategic priority area for most companies in emerging consumer markets (ECMs). We develop a new conceptual framework that demonstrates how two processes influence the effectiveness of multicultural advertising, namely similarity and corporate social responsibility processes. We draw on attribution, social influence, and intercultural accommodation theories to argue that there are strong economic imperatives—expressed in terms of customer-based brand equity—for adopting a multicultural advertising approach in ECM settings. We also offer propositions regarding key framework constructs and moderating variables. This research contributes to the growing research focus on marketing communication strategies in ECMs. Further, the present research enriches our understanding of consumer behavior through the focus on the highly multicultural and unequal South African society which mirrors changing populations in other emerging and western countries.
Abstract: Since the end of the apartheid regime, the number of advertisements casting actors from... more Abstract: Since the end of the apartheid regime, the number of advertisements casting actors from different racial backgrounds simultaneously has significantly increased. Comments about this development are multi-faceted. While some observers praise this technique as the ideal social mirror of the" new" South Africa, others criticize it as a pervasive commercial tactic. Consistent with this debate, it is important for brands to understand consumers' perceptions of multi-racial advertising.
Abstract Intercultural competency plays a pivotal role in creating a more equitable and just mark... more Abstract Intercultural competency plays a pivotal role in creating a more equitable and just marketplace where situations of marketplace vulnerability are minimized and resiliency is enhanced. Intercultural competency is the ability to understand, adapt, and accommodate another's culture. In this essay, a framework of intercultural competency development in multicultural marketplaces is presented.
Abstract Managing Consumer-to-Consumer Interaction (CCI) is an essential task for service provide... more Abstract Managing Consumer-to-Consumer Interaction (CCI) is an essential task for service providers since the presence of other consumers within the same service setting may spoil or enhance one's service experience. CCI management becomes even more critical in multicultural societies as it implies the integration of consumers from different cultural backgrounds. The present research, through an experiment in South Africa, demonstrates the fundamental influence of cultural compatibility, intergroup anxiety and cross-group ...
Multicultural marketing is a strategic priority area for most companies in emerging consumer mark... more Multicultural marketing is a strategic priority area for most companies in emerging consumer markets (ECMs). We develop a new conceptual framework that demonstrates how two processes influence the effectiveness of multicultural advertising, namely similarity and corporate social responsibility processes. We draw on attribution, social influence, and intercultural accommodation theories to argue that there are strong economic imperatives—expressed in terms of
Although a rich body of research provides insights to understanding stigma within the marketplace... more Although a rich body of research provides insights to understanding stigma within the marketplace, much less is known regarding its direct corollary, privilege. We posit that this void is problematic as it may inadvertently support and legitimate existing socio-political arrangements which inhibit consumer well-being and marketplace equality. The present study addresses this gap by offering a theoretical understanding of privilege within the marketplace. Using a Foucauldian approach to privilege and power, we draw on the discursive perspective on legitimation to critically investigate the contentious debate over the inclusion of halal meat at a popular burger chain in France. In light of French political secularism (laïcité), we demonstrate how power discursively operates through narratives on rights and moral responsibility to constitute, defend and challenge a certain state of privilege within the marketplace. Our resulting theoretical discussion extends existing studies on marketplace equality and the growing body of literature related to the “marketization of religion”.
Http Dx Doi Org 10 1080 08911762 2010 487420, Jun 25, 2010
Multicultural marketing is a strategic priority area for most companies in emerging consumer mark... more Multicultural marketing is a strategic priority area for most companies in emerging consumer markets (ECMs). We develop a new conceptual framework that demonstrates how two processes influence the effectiveness of multicultural advertising, namely similarity and corporate social responsibility processes. We draw on attribution, social influence, and intercultural accommodation theories to argue that there are strong economic imperatives—expressed in terms of
Abstract Intercultural competency plays a pivotal role in creating a more equitable and just mark... more Abstract Intercultural competency plays a pivotal role in creating a more equitable and just marketplace where situations of marketplace vulnerability are minimized and resiliency is enhanced. Intercultural competency is the ability to understand, adapt, and accommodate another's culture. In this essay, a framework of intercultural competency development in multicultural marketplaces is presented. Resilience building actions for multicultural marketplace actors, specifically, consumers, businesses/marketers, community groups ...
This case explores the aggregate influence of corporate marketing practices on public health and ... more This case explores the aggregate influence of corporate marketing practices on public health and examines the increasingly important issue of the role of targeted marketing strategies by the food and beverage industries in the obesity epidemic. Specifically, it engages a discussion about a significant yet overlooked dimension – targeted marketing to ethnic minority children. Although U.S. government reports clearly cite the disproportionate rates of obesity among ethnic minority youth, limited attention is paid to understanding whether the factors that contribute to obesity among children in general may have an excessive impact on ethnic minority youth.
Managing Consumer-to-Consumer Interaction (CCI) is an essential task for service providers since ... more Managing Consumer-to-Consumer Interaction (CCI) is an essential task for service providers since the presence of other consumers within the same service setting may spoil or enhance one's service experience. CCI management becomes even more critical in multicultural societies as it implies the integration of consumers from different cultural backgrounds. The present research, through an experiment in South Africa, demonstrates the fundamental influence of cultural compatibility, intergroup anxiety and cross-group contact on consumers' evaluations of CCI and their service satisfaction. Results confirm Allport's (1954) contact hypothesis within the field of marketing, and highlight its key influence on consumer behavior in a culturally diverse marketplace.► We empirically demonstrate how cross-cultural CCI influences service satisfaction. ► Perceived compatibility with other consumers influences consumers' satisfaction. ► Felt anxiety partially explains the influence of compatibility on satisfaction. ► Out-group contact increases compatibility with culturally-incongruent consumers. ► Understanding “contact” is key within increasingly multicultural marketplaces.
Today's marketplaces are increasingly multicultural as more individuals negotiate complex cultura... more 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.
Multicultural marketing is a strategic priority area for most companies in emerging consumer mark... more Multicultural marketing is a strategic priority area for most companies in emerging consumer markets (ECMs). We develop a new conceptual framework that demonstrates how two processes influence the effectiveness of multicultural advertising, namely similarity and corporate social responsibility processes. We draw on attribution, social influence, and intercultural accommodation theories to argue that there are strong economic imperatives—expressed in terms of customer-based brand equity—for adopting a multicultural advertising approach in ECM settings. We also offer propositions regarding key framework constructs and moderating variables. This research contributes to the growing research focus on marketing communication strategies in ECMs. Further, the present research enriches our understanding of consumer behavior through the focus on the highly multicultural and unequal South African society which mirrors changing populations in other emerging and western countries.
Abstract: Since the end of the apartheid regime, the number of advertisements casting actors from... more Abstract: Since the end of the apartheid regime, the number of advertisements casting actors from different racial backgrounds simultaneously has significantly increased. Comments about this development are multi-faceted. While some observers praise this technique as the ideal social mirror of the" new" South Africa, others criticize it as a pervasive commercial tactic. Consistent with this debate, it is important for brands to understand consumers' perceptions of multi-racial advertising.
Abstract Intercultural competency plays a pivotal role in creating a more equitable and just mark... more Abstract Intercultural competency plays a pivotal role in creating a more equitable and just marketplace where situations of marketplace vulnerability are minimized and resiliency is enhanced. Intercultural competency is the ability to understand, adapt, and accommodate another's culture. In this essay, a framework of intercultural competency development in multicultural marketplaces is presented.
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