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 More

Featured

M2. Of Expectations and Experiences: The Moderating Effect of Valanced Expectations on Enjoyment of a Positive versus Negative Experience

Brian Gillespie, University of New Mexico
Molly McGehee, University of New Mexico

Read More

Featured

The Experiential Advantage: A Meta-Analysis

Evan Weingarten, University of California San Diego, USA
Joseph K Goodman, Ohio State University, USA

Read More

Featured

To Trace is to Trust: From Product Traceability to Brand Trust

Jing Wan, University of Groningen, The Netherlands
Pankaj Aggarwal, University of Toronto, Canada
Min Zhao, Boston College, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.