Description
The globalization of marketing has brought about an interesting paradox: as the discipline becomes more global, the need to understand cultural differences becomes all the more crucial. This is the challenge in an increasingly international marketplace, and a problem that the world’s most powerful businesses must solve. From this challenge has grown the exciting discipline of ethnic marketing, which seeks to understand the considerable opportunities and challenges presented by cultural and ethnic diversity in the marketplace.
To date, scholarship in the area has been lively but disparate. This volume brings together cutting-edge research on ethnic marketing from thought leaders across the world. Each chapter covers a key theme, reflecting the increasing diversity of the latest research, including models of culture change, parenting and socialization, responses to web and advertising, role of space and social innovation in ethnic marketing, ethnic consumer decision making, religiosity, differing attitudes to materialism, acculturation, targeting and ethical and public policy issues.
The result is a solid framework and a comprehensive reference point for consumer researchers, students and practitioners.
Ahmad Jamal is Senior Lecturer in Marketing and Strategy at Cardiff Business School, Cardiff University, UK.
Lisa Peñaloza is Professor of Marketing at KEDGE Business School, France.
Michel Laroche is the Royal Bank Distinguished Professor of Marketing at the John Molson School of Business, Concordia University, Canada.
Contents
PART I Why ethnic marketing? 1
1 Introduction to ethnic marketing 3
Ahmad Jamal, Lisa Peñaloza and Michel Laroche
PART II Processes of ethnic cultural change, socialization and technology 15
2 Models of culture change 17
Michel Laroche and Ahmad Jamal
3 Ethnic youth: parental style and consumer socialization 36
Zhiyong Yang
4 Ethnic minority consumers’ responses to the web 51
Boris Bartikowski
PART III Identity, space and ethnic entrepreneurship 67
5 Emplaced ethnicity: the role of space(s) in ethnic marketing 69
Luca M. Visconti
6 Ethnic marketing, ethnic entrepreneurship and social innovation 84
Abid Mehmood, Ahmad Jamal and Ven Sriram
7 The landscape of ethnic marketing in the UK 97
Sanya Ojo, Sonny Nwankwo and Ayantunji Gbadamosi
8 An ethnoconsumerist approach to Hispanic small business’ adoption of internet technology 117
Cecilia Ruvalcaba and Alladi Venkatesh
PART IV Globalization, religion and materialism 133
9 Rethinking religion and ethnicity at the nexus of globalization and consumer culture 135
Elif Izberk-Bilgin
10 Wanting things and needing affiliation: ethnic consumers and materialism 147
Mark Cleveland
PART V Market segmentation and targeting 183
11 Demographics and ethnic minority lifestyles 185
Miguel A. Zúñiga and Ivonne M. Torres
12 Ethnic consumer decision making 211
Yasmin K. Sekhon
13 Marketing financial services to the ethnic minority customers 222
Intekhab (Ian) Alam
14 Market segmentation by ethnicity: is it really feasible? 235
Andrew Lindridge
15 Ethnicity marketed to and consumed by the transcultural consumer 254
Esi Abbam Elliot, Joseph Cherian and Hernan Casakin
PART VI Advertising 273
16 Multicultural advertising and ethnic minority consumers 275
Jinnie Jinyoung Yoo and Wei-Na Lee
17 Rethinking the Hispanic market: a call for reflexivity in advertising practice 295
Christopher A. Chávez
18 Print advertising and Asian Indian consumers 309
Durriya H. Z. Khairullah and Zahid Y. Khairullah
PART VII Ethical and public policy issues in ethnic marketing 325
19 Revisiting ethnic marketing ethics 327
Guilherme D. Pires and John Stanton
20 Ethnic marketing: public policy issues 343
Lisa Peñaloza