Ethnic Marketing, Multi-Culturalism and Consumer Purchase Behaviour: Issues of Cultural Identity

By Mammy Helou.

Published by The Diversity Collection

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

The current study evaluates the concepts covered in the representative literature in relation to cultural identity and its formation.

Keywords: Ethnic marketing, Multi-culturalism, Consumer purchase behaviour, Cultural identity and its formation, Ethnicity, race and social class

International Journal of Diversity in Organizations, Communities and Nations, Volume 5, Issue 1, pp.181-184. Article: Print (Spiral Bound). Article: Electronic (PDF File; 831.669KB).

Dr Mammy Helou

Dr Mammy Helou is a Senior Lecturer of Marketing in the School of Marketing and International Business at The University of Western Sydney. She has degrees in marketing, management and economics. Her background covers areas of consumer research and buyer behaviour, economic policy and development, business process management, supply chain management and cross-cultural marketing. Prior to The University of Western Sydney, Dr. Helou lectured in marketing, management and economics and practised as a senior planner and program manager in the United States, Middle East and Australia.


There are currently no reviews of this product.

Write a Review