Constructing a bridge to multicultural marketplace well-being: A consumer-centered framework for marketer action

Catherine Demangeot, Eva Kipnis, Chris Pullig, Samantha N. Cross, Julie Emontspool, Cristina Galalae, Sonya A. Grier, Mark S. Rosenbaum, Susy F. Best

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

Abstrakt

As modern societies have become increasingly diverse, we witness elevated tensions between different cultural groups. Through spaces and representations they create, marketers provide interaction for various groups and we argue that marketing science, education and practice can play a transformative role in addressing these tensions. Towards this end, this paper contributes in three areas. First, we examine the structures and mechanisms underlying tensions and argue for a change from current policies of tolerance that merely recognize diversity, to actively seeking a well-being-enhancing multicultural engagement. Second, we provide a conceptual framework, employing a bridge metaphor that identifies the interactive marketplace domains of multicultural engagement (security, visibility, opportunity, utility, competence, and cultural navigability). Third, from the framework, we derive an agenda for actions by marketing academe and practice to support each domain.
OriginalsprogEngelsk
TidsskriftJournal of Business Research
Vol/bind100
Sider (fra-til)339-353
ISSN0148-2963
DOI
StatusUdgivet - jul. 2019
BegivenhedTransformative Consumer Research: Relational Engagement to Escalate Impact - Cornell University, Ithaca, USA
Varighed: 18. jun. 201720. jun. 2017
http://transformativeconsumerresearch.com/

Konference

KonferenceTransformative Consumer Research
LokationCornell University
LandUSA
ByIthaca
Periode18/06/201720/06/2017
Internetadresse

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  • Citationsformater

    Demangeot, C., Kipnis, E., Pullig, C., Cross, S. N., Emontspool, J., Galalae, C., Grier, S. A., Rosenbaum, M. S., & Best, S. F. (2019). Constructing a bridge to multicultural marketplace well-being: A consumer-centered framework for marketer action. Journal of Business Research, 100, 339-353. https://doi.org/10.1016/j.jbusres.2018.12.026