Fields of Transcultural Practices: the Role of Religion in Multicultural Marketplaces

Angela Gracia B. Cruz, Monash University, Australia
Yuri Seo, University of Auckland, New Zealand
Margo Buchanan-Oliver, University of Auckland, New Zealand
Beyond dominant conceptualizations of religion as a driver of consumer differences, this paper reframes religion as a field of transcultural practices. Five key transcultural practices underline the role of religion in facilitating entry into and mutual entanglement within multicultural marketplaces, thereby fueling their transcultural character.
[ to cite ]:
Angela Gracia B. Cruz, Yuri Seo, and Margo Buchanan-Oliver (2016) ,"Fields of Transcultural Practices: the Role of Religion in Multicultural Marketplaces", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 425-426.