Constructing a bridge to multicultural marketplace well-being: A consumer-centered framework for marketer action

Catherine Demangeot , Eva Kipnis , Chris Pullig, Samantha Cross, Julie Emontspool, Cristina Galalae, Sonya Grier, Mark Rosenbaum, Susy Best

Research output: Contribution to journalArticle

3 Citations (Scopus)


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.
Original languageEnglish
Pages (from-to)339-353
Number of pages15
JournalJournal of Business Research
Early online date23 Dec 2018
Publication statusPublished - Jul 2019



  • Culture
  • Marketing
  • Multicultural engagement
  • Multicultural marketplace well-being
  • Transformative consumer research

ASJC Scopus subject areas

  • Marketing

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