U.S. Multicultural Marketing: Towards an Ethnic Identity Scale

Segmentation by ethnic identity presents an emic and subjective method to examine U.S. multicultural consumer behavior relative to targeted marketing communications. This study proposes a scale of ethnic identity - inspired by Hofstedeā€™s Dimension of Culture but draws on Self-Identity Theory, tested against the Theories of Intercultural Accommodation and Social Class.



Citation:

J.P. James (2014) ,"U.S. Multicultural Marketing: Towards an Ethnic Identity Scale", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 788-788.

Authors

J.P. James, Rutgers University, USA



Volume

NA - Advances in Consumer Research Volume 42 | 2014



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