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.
Citation:
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.
Authors
Mark Buschgens, RMIT University
Bernardo Figueiredo, RMIT University
Kaleel Rahman, RMIT University
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Exploring Consumers’ Technology Dreams and Nightmares: A Collage-Elicitation Study
Céline Del Bucchia, Audencia Business School
CAROLINE LANCELOT-MILTGEN, Audencia Business School
Cristel Russell, American University, USA
Burlat Claire, Audencia Business School
Featured
Small but Sincere: The Impact of Firm Size and Gratitude on the Effectiveness of Cause-Marketing Campaigns
Eline L.E. De Vries, University Carlos III Madrid
Lola C. Duque, University Carlos III Madrid
Featured
Cultural Values and Consumers’ Brand Preference
Jessie J. Wang, Miami University, Ohio
Ashok K Lalwani, Indiana University, USA
Devon DelVecchio, Miami University, Ohio