Consumer ethnicity three decades after: a TCR agenda

Research into consumer ethnicity is a vital discipline that has substantially evolved in the past three decades. This conceptual article critically reviews its immense literature and examines the extent to which it has provided extensive contributions not only for the understanding of ethnicity in the marketplace but also for personal/collective well-being. We identify two gaps accounting for scant transformative contributions. First, today social transformations and conceptual sophistications require a revised vocabulary to provide adequate interpretive lenses. Second, extant work has mostly addressed the subjective level of ethnic identity projects but left untended the meso/macro forces affecting ethnicity (de)construction and personal/collective well-being. Our contribution stems from filling both gaps and providing a theory of ethnicity (de)construction that includes migrants as well as non-migrants.

Keywords:

acculturation  consumer acculturation  consumer research  cosmopolitanism  emigration & immigration  ethnicity  immigration  literature reviews  minority consumers  transformative consumer research  transnationalism  well-being  world citizenship 

Citation:

Luca M. Visconti, Aliakbar Jafari, Wided Batat, Aurelie Broeckerhoff, Ayla Özhan Dedeoglu, Catherine Demangeot, Eva Kipnis, Andrew Lindridge, Lisa Peñaloza, Chris Pullig, Fatima Regany, Elif Ustundagli, and Michelle F. Weinberger (2014). Consumer ethnicity three decades after: a TCR agenda. Journal of Marketing Management, 30, Pages 1882-1922. https://doi.org/10.1080/0267257X.2014.951384