EXPRESS: Within and between Two Worlds: Conceiving, Measuring, and Applying Mixed-ethnic Identity in Three Countries

IF 4.9 2区 管理学 Q1 BUSINESS Journal of International Marketing Pub Date : 2023-10-25 DOI:10.1177/1069031x231212859
Mark Cleveland
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Abstract

Accompanying the rising ethnic diversity of Western countries is a burgeoning number of mixed-ethnic unions and people with mixed-ethnic ancestry. These people do not fit neatly into one group or another. This ambiguity is compounded by the fact that their ethnic identity is affected by how they are perceived and labeled by others. Theories have been advanced to explain ethnic identity, and its corollaries for cognition, emotions, and consumer behaviors. However, aside from a handful of ethnographic studies, knowledge about how social identity for mixed-ethnic consumers is formed and shaped, and how it potentially affects consumer dispositions, remains largely uncharted. Using data gathered in three countries (Canada, USA, UK), and considering various ethnic mixture combinations, this paper presents the development and validation of a multidimensional scale for measuring mixed-ethnic identity (MEI) and examines the relationships of the thirteen MEI components to consumer dispositions used to segment domestic and international markets. The consistency of the relationships between the MEI components and the established consumer dispositions are scrutinized. Implications for theory and practice are discussed.
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EXPRESS:在两个世界之内和之间:在三个国家中混合种族身份的构思、测量和应用
随着西方国家种族多样性的增加,混合种族联盟和具有混合种族血统的人也在迅速增加。这些人不能完全归入某一类。他们的种族身份受到他人对他们的看法和标签的影响,这一事实加剧了这种模糊性。理论已经被提出来解释种族认同及其对认知、情感和消费行为的推论。然而,除了少数民族志研究之外,关于混合种族消费者的社会身份是如何形成和塑造的,以及它如何潜在地影响消费者倾向的知识,在很大程度上仍然是未知的。本文利用在三个国家(加拿大、美国和英国)收集的数据,并考虑到不同的种族混合组合,提出了一个多维尺度来衡量混合种族认同(MEI)的开发和验证,并研究了13个MEI成分与消费者倾向的关系,用于划分国内和国际市场。仔细检查了MEI成分与已建立的消费者倾向之间关系的一致性。讨论了理论和实践意义。
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来源期刊
CiteScore
8.70
自引率
17.20%
发文量
28
期刊介绍: As the globalization of markets continues at a rapid pace, business practitioners and educators alike face the challenge of staying current with the developments. Marketing managers require a source of new information and insights on international business events. International marketing educators require a forum for disseminating their thoughts and research findings. Journal of International Marketing(JIM) is an international, peer-reviewed journal dedicated to advancing international marketing practice, research, and theory. Contributions addressing any aspect of international marketing management are published each quarter.
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