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dc.contributor.authorDey, B.L.
dc.contributor.authorAlwi, S.
dc.contributor.authorYamoah, F.
dc.contributor.authorAgyepong, S.A.
dc.contributor.authorKizgin, Hatice
dc.contributor.authorSarma, M.
dc.date.accessioned2019-10-09T11:24:30Z
dc.date.available2019-10-09T11:24:30Z
dc.date.issued2019-09-09
dc.identifier.citationDey BL, Alwi S, Yamoah F et al (2019) Towards a framework for understanding ethnic consumers' acculturation strategies in a multicultural environment: a food consumption perspective. International Marketing Review. 36(5): 771-804.en_US
dc.identifier.urihttp://hdl.handle.net/10454/17293
dc.descriptionYesen_US
dc.description.abstractPurpose – While it is essential to further research the growing diversity in western metropolitan cities, little is currently known about how the members of various ethnic communities acculturate to multicultural societies. The purpose of this paper is to explore immigrants’ cosmopolitanism and acculturation strategies through an analysis of the food consumption behaviour of ethnic consumers in multicultural London. Design/methodology/approach – The study was set within the socio-cultural context of London. A number of qualitative methods such as in-depth interviews, observation and photographs were used to assess consumers’ acculturation strategies in a multicultural environment and how that is influenced by consumer cosmopolitanism. Findings – Ethnic consumers’ food consumption behaviour reflects their acculturation strategies, which can be classified into four groups: rebellion, rarefaction, resonance and refrainment. This classification demonstrates ethnic consumers’ multi-directional acculturation strategies, which are also determined by their level of cosmopolitanism. Research limitations/implications – The taxonomy presented in this paper advances current acculturation scholarship by suggesting a multi-directional model for acculturation strategies as opposed to the existing uni-directional and bi-directional perspectives and explicates the role of consumer cosmopolitanism in consumer acculturation. The paper did not engage host communities and there is hence a need for future research on how and to what extent host communities are acculturated to the multicultural environment. Practical implications – The findings have direct implications for the choice of standardisation vs adaptation as a marketing strategy within multicultural cities. Whilst the rebellion group are more likely to respond to standardisation, increasing adaptation of goods and service can ideally target members of the resistance and resonance groups and more fusion products should be exclusively earmarked for the resonance group.en_US
dc.language.isoenen_US
dc.relation.isreferencedbyhttps://doi.org/10.1108/IMR-03-2018-0103en_US
dc.rights© 2019, Bidit Lal Dey, Sharifah Alwi, Fred Yamoah, Stephanie Agyepongmaa Agyepong, Hatice Kizgin and Meera Sarma. Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcodeen_US
dc.subjectFood consumptionen_US
dc.subjectAcculturationen_US
dc.subjectConsumer cosmopolitanismen_US
dc.subjectCultural hybridityen_US
dc.subjectMulticultural Londonen_US
dc.titleTowards a framework for understanding ethnic consumers' acculturation strategies in a multicultural environment: a food consumption perspectiveen_US
dc.status.refereedYesen_US
dc.date.Accepted2019-01-20
dc.date.application2019-09-09
dc.typeArticleen_US
dc.type.versionPublished versionen_US
refterms.dateFOA2019-10-09T11:24:30Z


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