{"title":"EXPRESS: Within and between Two Worlds: Conceiving, Measuring, and Applying Mixed-ethnic Identity in Three Countries","authors":"Mark Cleveland","doi":"10.1177/1069031x231212859","DOIUrl":null,"url":null,"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.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"56 8","pages":"0"},"PeriodicalIF":4.9000,"publicationDate":"2023-10-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of International Marketing","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1177/1069031x231212859","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
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.
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.