Consumer multiculturation: Consequences of multi-cultural identification for brand knowledge

Eva Kipnis, A.J. Broderick, C. Demangeot

Research output: Contribution to journalArticlepeer-review

44 Citations (Scopus)
339 Downloads (Pure)


Whilst there has been a sustained interest in ethnic migrants developing composite cultural identities in emerged multi-cultural contexts, considerations of identity transitions among mainstream consumers (i.e. the non-migrant, locally born majority in a given marketplace) have been so far limited to the local–global culture dichotomy. This paper argues that, in multi-cultural marketplaces, mainstream consumers are exposed to a diverse range of local, global and foreign cultural meanings and may deploy these meanings for identity construal in a more complex manner. The paper offers a conceptual framework of consumer multiculturation that (a) includes foreign cultures as other discrete influences in multi-cultural marketplaces; (b) constructs a more coherent conception of how, through interaction with foreign, global and local cultures, mainstream consumers' identities may diversify beyond local/global/glocal alternatives and (c) considers the impact of these transitions on consumers' perceptions, expectations of and behavioral responses to culture-based brand meanings. Publisher Statement: This is an Accepted Manuscript of an article published by Taylor & Francis in Consumption Markets & Culture on 28th March 2013, available online:
Original languageEnglish
Pages (from-to)231-253
Number of pages23
JournalConsumption Markets & Culture
Issue number3
Early online date28 Mar 2013
Publication statusPublished - 2014


  • Multi-cultural identities
  • Cultural diversity and consumption
  • Consumer brand knowledge


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