This case explores the aggregate influence of corporate marketing practices on public health and examines the increasingly important issue of the role of targeted marketing strategies by the food and beverage industries in the obesity epidemic. Specifically, it engages a discussion about a...

As diversity in the marketplace increases through immigration, examples of intolerance, confrontation, and even violence by nationals toward immigrant small business owners have begun to appear in popular press worldwide. This study examines how a simple and potentially unintended service...

The growing diversity of different nations’ populations has encouraged advertisers to adopt their strategy by taking into consideration groups of consumers that were not traditionally targeted, such as cultural and sexual minorities. However, while such targeting has been favourably received...

Managing Consumer-to-Consumer Interaction (CCI) is an essential task for service providers since the presence of other consumers within the same service setting may spoil or enhance one's service experience. CCI management becomes even more critical in multicultural societies as it implies the...

This study examines the effects of consumers' multiple identities on advertising effectiveness. Based on the In-group Bias Theory, the study investigates how the race of an advertisement model, in comparison to another social identity (i.e. socioeconomic position), influences advertising...

In the context of increasing cultural diversity, consumers are negotiating their identities and subsequent behaviours within multiple cultures and subcultures. Multicultural marketplaces include consumers from diverse ethnic groups, religious groups, nationalities, people living inparticular...

Multicultural marketing is a strategic priority area for most companies in emerging consumer markets (ECMs). We develop a new conceptual framework that demonstrates how two processes influence the effectiveness of multicultural advertising, namely similarity and corporate social responsibility...

Intercultural competency plays a pivotal role in creating a more equitable and just marketplace in which situations of marketplace vulnerability are minimized and resilience is enhanced. Intercultural competency is the ability to understand, adapt, and accommodate another's culture. In this...

- PURPOSE : Brands, as actors participating in the marketplace's social discourse, have the ability to lower and, equally, raise social and cultural boundaries. As such, it is important to understand better effects of brand-related cultural cues on consumer vulnerability, especially given the...

Today's marketplaces are increasingly multicultural as more individuals negotiate complex cultural identities. Brands play a role in materializing individual identities—however, little is known about how culture-based brand appeals might affect consumers' identity dynamics, positively or...