Situational ethnicity and identity negotiation: “indifference” as an identity negotiation mechanism
نویسندگان
چکیده
Purpose While the literature on migration highlights reshaping of host and immigrant population in countries, there is a paucity research marketing investigating evolving dynamics for acculturation. The purpose this study to further understanding emerging phenomenon acculturation identity negotiation. Design/methodology/approach Three experiments examined situational ethnicity, self-construal negotiation home culture work social settings. Study 1 2 were conducted United Kingdom (UK), where country majority population. 3 was Arab Emirates (UAE), minority 4 utilized qualitative interviews both countries. Findings Results from all four studies show that ethnic consumers deploy “indifference” as an mechanism when society (UK) has (UAE). Originality/value authors offer new insights into by well “Indifference”, i.e. preferring neither fit nor stand out mechanism, deployed settings societies. also advance existing examining whether independent interdependent influence
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ژورنال
عنوان ژورنال: International Marketing Review
سال: 2021
ISSN: ['0265-1335', '1758-6763']
DOI: https://doi.org/10.1108/imr-08-2020-0188