Situational ethnicity and identity negotiation: “indifference” as an identity negotiation mechanism

PurposeWhile the literature on migration highlights the reshaping of host and immigrant population in countries, there is a paucity of research in marketing investigating the evolving dynamics for acculturation. The purpose of this study is to further the understanding of the emerging phenomenon of...

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Bibliographic Details
Published in:International marketing review 2022-02, Vol.39 (1), p.55-79
Main Authors: Banerjee, Madhumita, Shukla, Paurav, Ashill, Nicholas J
Format: Article
Language:English
Subjects:
Acculturation
Consumer behavior
Consumers
Ethnicity
Host country
Identity formation
Immigrants
Marketing
Migration
Minority & ethnic groups
Mixed methods research
Multiculturalism & pluralism
Population
Professional identity
Society
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