Constructing a bridge to multicultural marketplace well-being: A consumer-centered framework for marketer action
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23 décembre 2018
- ISIDORE Id: 10670/1.da789a...
- hal: hal-02114481
- doi: 10.1016/j.jbusres.2018.12.026
HALSHS : archive ouverte en Sciences de l’Homme et de la Société - notices sans texte intégral
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info:eu-repo/semantics/altIdentifier/doi/10.1016/j.jbusres.2018.12.026
Mots-clés
Multicultural marketplace well-being Multicultural engagement Transformative consumer research Culture MarketingSujets proches
Retail marketing Consumer goods--Marketing Retail trade--Marketing Domestic marketing Marriage, Promise of EngagementCiter ce document
Catherine Demangeot et al., « Constructing a bridge to multicultural marketplace well-being: A consumer-centered framework for marketer action », HALSHS : archive ouverte en Sciences de l’Homme et de la Société - notices sans texte intégral, ID : 10.1016/j.jbusres.2018.12.026
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Résumé
As modern societies have become increasingly diverse, we witness elevated tensions between different cultural groups. Through spaces and representations they create, marketers provide interaction for various groups and we argue that marketing science, education and practice can play a transformative role in addressing these tensions. Towards this end, this paper contributes in three areas. First, we examine the structures and mechanisms underlying tensions and argue for a change from current policies of tolerance that merely recognize diversity, to actively seeking a well-being-enhancing multicultural engagement. Second, we provide a conceptual framework, employing a bridge metaphor that identifies the interactive marketplace domains of multicultural engagement (security, visibility, opportunity, utility, competence, and cultural navigability). Third, from the framework, we derive an agenda for actions by marketing academe and practice to support each domain.
