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Towards a framework for understanding ethnic consumers’ acculturation strategies in a multicultural environment

Bidit Lal Dey, Sharifah Alwi, Fred Yamoah, Stephanie Agyepongmaa Agyepong, Hatice Kizgin Orcid Logo, Meera Sarma

International Marketing Review, Volume: 36, Issue: 5, Pages: 771 - 804

Swansea University Author: Hatice Kizgin Orcid Logo

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DOI (Published version): 10.1108/imr-03-2018-0103

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Purpose – While it is essential to further research the growing diversity in Western metropolitan cities, little is currently known about how the members of various ethnic communities acculturate to multicultural societies. The purpose of this paper is to explore immigrants’ cosmopolitanism and accu...

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Published in: International Marketing Review
ISSN: 0265-1335
Published: Emerald 2019
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URI: https://cronfa.swan.ac.uk/Record/cronfa48306
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The purpose of this paper is to explore immigrants&#x2019; cosmopolitanism and acculturation strategies through an analysis of the food consumption behaviour of ethnic consumers in multicultural London. Design/Methodology/Approach &#x2013; The study was set within the socio-cultural context of London. A number of qualitative methods such as in-depth interviews, observation and photographs were used to assess consumers&#x2019; acculturation strategies in a multicultural environment and how that is influenced by consumer cosmopolitanism. Findings &#x2013; Ethnic consumers&#x2019; food consumption behaviour reflects their acculturation strategies, which can be classified into four groups: rebellion, rarefaction, resonance and refrainment. This classification demonstrates ethnic consumers&#x2019; multi-directional acculturation strategies, which are also determined by their level of cosmopolitanism. Research implications/limitations &#x2013; The taxonomy presented in this paper advances current acculturation scholarship by suggesting a multi-directional model for acculturation strategies as opposed to the existing uni-directional and bi-directional perspectives and explicates the role of consumer cosmopolitanism in consumer acculturation. The paper did not engage host communities and there is hence a need for future research on how and to what extent host communities are acculturated to the multicultural environment. Practical implications &#x2013; The findings have direct implications for the choice of standardization versus adaptation as a marketing strategy within multicultural cities. Whilst the rebellion group are more likely to respond to standardization, increasing adaptation of goods and service can ideally target members of the resistance and resonance groups and more fusion products should be exclusively earmarked for the resonance group. Originality/Value &#x2013; The paper makes original contribution by introducing a multi-directional perspective to acculturation by delineating four-group taxonomy (rebellion, rarefaction, resonance and refrainment). 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spelling 2020-10-19T13:54:38.1885602 v2 48306 2019-01-21 Towards a framework for understanding ethnic consumers’ acculturation strategies in a multicultural environment aee450d5f03de221beed09567f911964 0000-0003-0841-8973 Hatice Kizgin Hatice Kizgin true false 2019-01-21 BBU Purpose – While it is essential to further research the growing diversity in Western metropolitan cities, little is currently known about how the members of various ethnic communities acculturate to multicultural societies. The purpose of this paper is to explore immigrants’ cosmopolitanism and acculturation strategies through an analysis of the food consumption behaviour of ethnic consumers in multicultural London. Design/Methodology/Approach – The study was set within the socio-cultural context of London. A number of qualitative methods such as in-depth interviews, observation and photographs were used to assess consumers’ acculturation strategies in a multicultural environment and how that is influenced by consumer cosmopolitanism. Findings – Ethnic consumers’ food consumption behaviour reflects their acculturation strategies, which can be classified into four groups: rebellion, rarefaction, resonance and refrainment. This classification demonstrates ethnic consumers’ multi-directional acculturation strategies, which are also determined by their level of cosmopolitanism. Research implications/limitations – The taxonomy presented in this paper advances current acculturation scholarship by suggesting a multi-directional model for acculturation strategies as opposed to the existing uni-directional and bi-directional perspectives and explicates the role of consumer cosmopolitanism in consumer acculturation. The paper did not engage host communities and there is hence a need for future research on how and to what extent host communities are acculturated to the multicultural environment. Practical implications – The findings have direct implications for the choice of standardization versus adaptation as a marketing strategy within multicultural cities. Whilst the rebellion group are more likely to respond to standardization, increasing adaptation of goods and service can ideally target members of the resistance and resonance groups and more fusion products should be exclusively earmarked for the resonance group. Originality/Value – The paper makes original contribution by introducing a multi-directional perspective to acculturation by delineating four-group taxonomy (rebellion, rarefaction, resonance and refrainment). This paper also presents a dynamic model that captures how consumer cosmopolitanism impinges upon the process and outcome of multi-directional acculturation strategies. Journal Article International Marketing Review 36 5 771 804 Emerald 0265-1335 Acculturation, food consumption, multicultural London, cultural hybridity, Acculturation, cosmopolitanism, food consumption, multicultural London, cultural hybridity, Consumer Cosmopolitanism 9 9 2019 2019-09-09 10.1108/imr-03-2018-0103 COLLEGE NANME Business COLLEGE CODE BBU Swansea University 2020-10-19T13:54:38.1885602 2019-01-21T11:42:58.5761461 Faculty of Humanities and Social Sciences School of Management - Business Management Bidit Lal Dey 1 Sharifah Alwi 2 Fred Yamoah 3 Stephanie Agyepongmaa Agyepong 4 Hatice Kizgin 0000-0003-0841-8973 5 Meera Sarma 6 0048306-20062019152649.pdf 48306.pdf 2019-06-20T15:26:49.4130000 Output 384168 application/pdf Version of Record true 2019-06-19T00:00:00.0000000 Released under the terms of a Creative Commons Attribution Licence (CC-BY). true eng https://creativecommons.org/licenses/by/4.0/deed.en_US
title Towards a framework for understanding ethnic consumers’ acculturation strategies in a multicultural environment
spellingShingle Towards a framework for understanding ethnic consumers’ acculturation strategies in a multicultural environment
Hatice Kizgin
title_short Towards a framework for understanding ethnic consumers’ acculturation strategies in a multicultural environment
title_full Towards a framework for understanding ethnic consumers’ acculturation strategies in a multicultural environment
title_fullStr Towards a framework for understanding ethnic consumers’ acculturation strategies in a multicultural environment
title_full_unstemmed Towards a framework for understanding ethnic consumers’ acculturation strategies in a multicultural environment
title_sort Towards a framework for understanding ethnic consumers’ acculturation strategies in a multicultural environment
author_id_str_mv aee450d5f03de221beed09567f911964
author_id_fullname_str_mv aee450d5f03de221beed09567f911964_***_Hatice Kizgin
author Hatice Kizgin
author2 Bidit Lal Dey
Sharifah Alwi
Fred Yamoah
Stephanie Agyepongmaa Agyepong
Hatice Kizgin
Meera Sarma
format Journal article
container_title International Marketing Review
container_volume 36
container_issue 5
container_start_page 771
publishDate 2019
institution Swansea University
issn 0265-1335
doi_str_mv 10.1108/imr-03-2018-0103
publisher Emerald
college_str Faculty of Humanities and Social Sciences
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hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management
document_store_str 1
active_str 0
description Purpose – While it is essential to further research the growing diversity in Western metropolitan cities, little is currently known about how the members of various ethnic communities acculturate to multicultural societies. The purpose of this paper is to explore immigrants’ cosmopolitanism and acculturation strategies through an analysis of the food consumption behaviour of ethnic consumers in multicultural London. Design/Methodology/Approach – The study was set within the socio-cultural context of London. A number of qualitative methods such as in-depth interviews, observation and photographs were used to assess consumers’ acculturation strategies in a multicultural environment and how that is influenced by consumer cosmopolitanism. Findings – Ethnic consumers’ food consumption behaviour reflects their acculturation strategies, which can be classified into four groups: rebellion, rarefaction, resonance and refrainment. This classification demonstrates ethnic consumers’ multi-directional acculturation strategies, which are also determined by their level of cosmopolitanism. Research implications/limitations – The taxonomy presented in this paper advances current acculturation scholarship by suggesting a multi-directional model for acculturation strategies as opposed to the existing uni-directional and bi-directional perspectives and explicates the role of consumer cosmopolitanism in consumer acculturation. The paper did not engage host communities and there is hence a need for future research on how and to what extent host communities are acculturated to the multicultural environment. Practical implications – The findings have direct implications for the choice of standardization versus adaptation as a marketing strategy within multicultural cities. Whilst the rebellion group are more likely to respond to standardization, increasing adaptation of goods and service can ideally target members of the resistance and resonance groups and more fusion products should be exclusively earmarked for the resonance group. Originality/Value – The paper makes original contribution by introducing a multi-directional perspective to acculturation by delineating four-group taxonomy (rebellion, rarefaction, resonance and refrainment). This paper also presents a dynamic model that captures how consumer cosmopolitanism impinges upon the process and outcome of multi-directional acculturation strategies.
published_date 2019-09-09T03:58:41Z
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score 11.037603

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