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Consumer Multicultural Identity Affiliation: Reassessing identity segmentation in multicultural markets

机译：消费者多元文化认同隶属关系：在多元文化市场中重新评估身份细分

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摘要

The increasing intra-national diversity of many modern markets poses challenges to identity segmentation. As consumers require greater recognition of their diverse identities from brands, marketing science and practice are in search of theories and models that recognize and capture identity dynamics as impacted by cultural influences both from beyond and within national market borders. This paper extends consumer acculturation theory into multicultural market realities and offers a Consumer Multicultural Identity Affiliation (CMIA) Framework(2) that distinguishes and integrates three key types of infra- and trans-national cultural influences informing identity dynamics. By examining consumer cultural identities within the CMIA framework in a mixed-method, twocountry study, we show that gaining such an integrative view on cultural identity affiliations uncovers greater diversity and complexity (mono-, bi-, or multi-cultural) of consumer segments. We conclude with discussing future directions for CMIA applications to support marketing managers, scholars and educators dealing with culturally heterogeneous markets.
机译：许多现代市场的全国内部多样性越来越多地对身份细分构成了挑战。由于消费者需要更好地认识到他们不同的品牌各种身份，营销科学和实践正在寻找认可和捕获由国家市场边界和国家市场边界内部的文化影响影响的理论和模型。本文将消费者的文档理论扩展到多元文化市场现实，并提供消费者多元文化认同联盟（CMIA）框架（2），以区分和整合三种关键类型的基础文化影响信息，告知身份动态。通过在混合方法中审查CMIA框架内的消费者文化身份，我们表明，在文化身份联系上获得这种综合观点揭示了更大的多样性和复杂性（Mono-，Bi-or或Multi-Cromfultural）的消费者群体。我们得出结论，讨论CMIA应用的未来方向，以支持营销经理，学者和教育工作者处理文化异构市场。

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