How Regional Diasporic Consumer Experiences Produce Transnational Imaginary
This paper examines individual experiences of regional diaspora consumers and how they combine to produce a transnational consciousness and belongingness in the marketplace. In-depth interviews with Middle Eastern diaspora identify five emotions to construct a transnational, imagined Middle Eastern world through three elements of re-enactment. Implications for marketing are discussed.
Mark Buschgens, Bernardo Figueiredo, and Kaleel Rahman (2018) ,"How Regional Diasporic Consumer Experiences Produce Transnational Imaginary", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 382-385.
Mark Buschgens, RMIT University
Bernardo Figueiredo, RMIT University
Kaleel Rahman, RMIT University
NA - Advances in Consumer Research Volume 46 | 2018
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