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Transcultural identity development among third generation minority consumers
Takhar, A. Jamal, A. Kizgin, Hatice
Takhar, A.
Jamal, A.
Kizgin, Hatice
Publication Date
2021-09
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© 2021 Elsevier. Reproduced in accordance with the publisher's self-archiving policy. This manuscript version is made available under the CC-BY-NC-ND 4.0 license (https://creativecommons.org/licenses/by-nc-nd/4.0/)
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Yes
Open Access status
openAccess
Accepted for publication
22/04/2021
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Abstract
This study explores how global and local forces influence the processes of consumer re-acculturation amongst third-generation British Sikhs in the United Kingdom (U.K.). Data is collected over a three-year period using multiple methods that focus on the experiential consumption of shaadi.com by third-generation British-born Sikhs. Data is analysed using thematic analysis, and findings reveal three transcultural identity patterns: accommodating, re-acculturating, and resisting Sikh culture. We argue that the emergent identity patterns are fluid, as our participants feel neither wholly British, wholly Sikh, nor wholly British-Sikh, positioning themselves beyond, rather than against, Sikh or British culture. We uncover the connectedness between the traditional cultural practices of arranged marriages and the space of shaadi.com, a matrimonial website. We interpret this website as a medium through which transcultural identities are constructed. We contribute to theory by showing the development of transcultural patterns of consumption and consistent transcultural identity construction in non-migrating ethnic communities.
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Accepted manuscript
Citation
Takhar A, Jamal A and Kizgin H (2021) Transcultural identity development among third generation minority consumers. Journal of Business Research. 133: 132-142.
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Article