Diversity, Ethnicity and Consumption
This paper investigates cultural identity and its relationship to consumption and the influential role of Marketing. Literature suggests that an individual's identity is expressed through consumption which includes ethnic identity.
||Ethnic identity, Diversity and market segmentation, Consumption and ethnicity
International Journal of Diversity in Organizations, Communities and Nations, Volume 5, Issue 3, pp.71-80.
Article: Print (Spiral Bound).
Article: Electronic (PDF File; 873.179KB).
Wendy Kennedy’s research interests include ethnic identity, multicultural marketing, social marketing, subjective wellbeing and research methodology. She teaches undergraduate marketing subjects Advanced Market Research, and Consumer Behaviour at Victoria University, and is currently undertaking a PhD scholarship at Deakin University.
Dr John Hall is an Associate Professor of Marketing at Deakin University Melbourne where he is a director of the Centre for Business Research. Prior to his current
appointment he was a Marketing discipline leader and course coordinator at Victoria University of Technology, Melbourne. His research interests include market segmentation, consumer behaviour, marketing education, social marketing and the development and application of marketing research techniques and technology.
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