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首页> 外文期刊>Journal of Business Research >Religion as a field of transcultural practices in multicultural marketplaces
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Religion as a field of transcultural practices in multicultural marketplaces

机译：宗教是多元文化市场中跨文化实践的一个领域

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This paper reframes the dominant marketing conceptualization of religion as a driver of consumer differences toward religion as a field of transcultural practices within multicultural marketplaces. Through depth interviews with 24 consumers from multiple religious backgrounds and multiple Southeast Asian nations living in New Zealand, we demonstrate how divergent religious communities facilitate five key transcultural consumption practices. Our paper makes two contributions to the literature on religion and marketing. First, we highlight the role that religion plays in facilitating entry into and mutual entanglement within multicultural marketplaces. Second, in addition to the present focus on how religion produces differences in marketplace behaviors, we underline the transcultural properties of religion which are shared across diverse religious traditions. This study demonstrates how religion can perform an important role in facilitating the transcultural character of contemporary multicultural marketplaces, offering novel implications about how managers should engage with consumers in these markets.
机译：本文将宗教的主导性营销概念重新构建，以驱动消费者对宗教的差异，因为宗教是跨文化市场中跨文化实践的领域。通过与来自不同宗教背景和居住在新西兰的多个东南亚国家的24位消费者的深度访谈，我们证明了不同的宗教社区如何促进五种主要的跨文化消费习惯。本文对宗教和市场营销文献做出了两点贡献。首先，我们强调宗教在促进多元文化市场的进入和相互纠缠中所扮演的角色。第二，除了目前关注宗教如何在市场行为中产生差异外，我们还强调了宗教的跨文化特性，这些特性在不同的宗教传统中共有。这项研究表明了宗教如何在促进当代多元文化市场的跨文化特征方面发挥重要作用，为管理者如何在这些市场中与消费者互动提供了新的含义。

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