Consumer ethnicity three decades after: A TCR agenda

Luca M. Visconti, Aliakbar Jafari, Wided Batat, Aurelie Broeckerhoff, Ayla Ozhan Dedeoglu, Catherine Demangeot, Eva Kipnis, Andrew Lindridge, Lisa Penaloza, Chris Pullig, Fatima Regany, Elif Ustundagli, Michelle F. Weinberger

Research output: Contribution to journalArticlepeer-review

40 Citations (Scopus)
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Research into consumer ethnicity is a vital discipline that has substantially evolved in the past three decades. This conceptual article critically reviews its immense literature and examines the extent to which it has provided extensive contributions not only for the understanding of ethnicity in the marketplace but also for personal/collective well-being. We identify two gaps accounting for scant transformative contributions. First, today social transformations and conceptual sophistications require a revised vocabulary to provide adequate interpretive lenses. Second, extant work has mostly addressed the subjective level of ethnic identity projects but left untended the meso/macro forces affecting ethnicity (de)construction and personal/collective well-being. Our contribution stems from filling both gaps and providing a theory of ethnicity (de)construction that includes migrants as well as non-migrants.
Original languageEnglish
Pages (from-to)1882-1922
Number of pages43
JournalJournal of Marketing Management
Issue number17-18
Publication statusPublished - 8 Sept 2014


  • acculturation
  • consumer acculturation
  • ethnicity
  • immigration
  • transformative consumer research
  • well-being


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