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    Transcultural identity development among third generation minority consumers

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    takhar_et_al_2021 (477.2Kb)
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    Publication date
    2021-09
    Author
    Takhar, A.
    Jamal, A.
    Kizgin, Hatice
    Keyword
    Acculturation
    Identity
    Re-acculturation
    Transculturality
    Consumer culture
    Global consumer cultures
    Rights
    © 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/)
    Peer-Reviewed
    Yes
    Open Access status
    openAccess
    
    Metadata
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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.
    URI
    http://hdl.handle.net/10454/18461
    Version
    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.
    Link to publisher’s version
    https://doi.org/10.1016/j.jbusres.2021.04.060
    Type
    Article
    Collections
    Management and Law Publications

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