Consumer Multicultural Identity Affiliation: Reassessing identity segmentation in multicultural markets
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DOI: 10.1016/j.jbusres.2018.11.056
Abstract: The increasing intra-national diversity of many modern markets poses challenges to identity segmentation. As consumers require greater recognition of their diverse identities from brands, marketing science and practice are in search of theories and models… read more here.
Keywords: multicultural identity; consumer multicultural; identity; identity affiliation ... See more keywords