Host Culture Responses to Brand-Related Acculturation: Legitimation Struggles Between German and Turkish Bmw Owners in Germany

Marius K. Luedicke, University of Innsbruck, Austria
Markus Giesler, York University, Canada
Consumer acculturation is a top public policy concern of Western societies. By providing platforms for shared social experience and community, brands are commonly held to play an integrative role in this process (Muniz and O’Guinn 2001, Oswald 1999; Penaloza 1995). We identify an empirical gap between this popular idea of brand-based acculturation and the effective legitimation struggles between German and Turkish-origin BMW drivers in Germany. On the one hand, immigrant consumers use domestic brands to legitimize their hybrid identities. On the other hand, host cultural consumers frequently contest these ethnic co-optation practices by rectifying some brands as preclusive national symbols. We show that brand-based acculturation often does not result in cultural legitimization but rather intensifies ethnic segregation.
[ to cite ]:
Marius K. Luedicke and Markus Giesler (2009) ,"Host Culture Responses to Brand-Related Acculturation: Legitimation Struggles Between German and Turkish Bmw Owners in Germany", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 135-138.