Abstract and Keywords
Consumers today are culturally diverse, and these multicultural consumers are of increasing importance to organizations as their size and spending power grows. This chapter explores some of the key factors influencing multicultural consumers and considers how the field of marketing is changing as organizations seek to gain a better understanding of the unique needs of this growing consumer population. Specifically, it looks at how culture and identity influence consumption patterns as well as how this perspective changes as consumers adopt different cultural frames. The chapter also examines how branding, advertising, and other marketing efforts may be received by multicultural consumers. As more companies seek to market their products and services to wider, more global audiences, understanding multicultural consumers plays a pivotal role in strategic marketing efforts.
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