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  • 1
    Electronic Resource
    Electronic Resource
    Religiosity and the construction of a cultural-consumption identity (2005)
    Bradford : Emerald
    Journal of consumer marketing 22 (2005), S. 142-151 
    Details
    ISSN: 0736-3761
    Source: Emerald Fulltext Archive Database 1994-2005
    Topics: Economics
    Notes: Purpose - Religion's influence in consumer research remains under-researched. This paper aims to explore religiosity's effect on culture and consumption by comparing Indians living in Britain, with Asian Indians and British Whites. The paper is relevant to both academics and practitioners who wish to understand the role of religion's influence regarding culturally determined consumer behaviours. Design/methodology/approach - A questionnaire measuring family, self-identity, materialism, possessions as status symbols and reference groups was administrated in London and Mumbai. Religiosity was measured by religious institution attendance and the importance of religion in daily life. A total of 415 questionnaires were submitted to factor analysis, identifying six factors. These factors were then submitted to Multinomial Logistical Regression (MLR), with the two religiosity themes used as influencing variables on the factors. Findings - The analysis indicated that Indians living in Britain and British Whites sample groups were culturally less group- and consumption-oriented than Asian Indians. Declining levels of religiosity produced mixed results for Indians living in Britain, when compared to Asian Indians, indicating that: attendance at a religious institution is not akin to viewing religion as an important aspect of daily life, a diversity of religiosity determined consumer behaviours across the Indian sample groups, and religion is an acculturation agent. The research, however, is limited owing to the small sample group and the need to maintain cross-cultural methodologies. Originality/value - Marketing practitioners should recognise the importance of religion in culture in Eastern cultures, while in Western cultures they should focus on the centrality and the need to use consumption to maintain the individual's sense of individuality.
    Type of Medium: Electronic Resource
    URL: http://dx.doi.org/10.1108/07363760510595968
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  • 2
    Electronic Resource
    Electronic Resource
    Marketing to ethnic minorities in Britain (1998)
    Bradford : Emerald
    Journal of marketing practice 4 (1998), S. 200-216 
    Details
    ISSN: 1355-2538
    Source: Emerald Fulltext Archive Database 1994-2005
    Topics: Economics
    Notes: The ethnic minority population in Britain is sizeable and represents a viable and untapped market segment. In today's fragmented and increasingly turbulent markets, ethnic marketing offers a new strategic focus for product/market development and, in many respects, companies which ignore this do so at their own competitive peril. Companies wishing to do business with ethnic minority groups will fundamentally have to review the basic premisses of their marketing plans to take account of the growing market pluralism and the multi-ethnic reality of modern Britain. Accordingly, this paper provides a literature over-view of the crucial issues which are likely to become the important determinants of success in developing ethnic marketing programmes. It is hoped that this paper will stimulate thought towards detailed examination of good practices, critical success factors and associated principles which might help to improve marketing practices aimed at the ethnic minority population.
    Type of Medium: Electronic Resource
    URL: http://dx.doi.org/10.1108/EUM0000000004540
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  • 3
    Electronic Resource
    Electronic Resource
    Universal appeals with local specifications (2005)
    Bingley : Emerald
    The @journal of product & brand management 14 (2005), S. 14-28 
    Details
    ISSN: 1061-0421
    Source: Emerald Fulltext Archive Database 1994-2005
    Topics: Economics
    Notes: Purpose - Aims to explore the factorial structure of automobile brand image in the context of a cross-national study. More specifically, we intend to answer two questions: whether the factor structure of brand image perception differ across countries, and whether these differences are owing to nation's culture and level of economic development. Design/methodology/approach - An existing data set, which consists of data collected from survey research, was employed. Data covering the top 20 automobile markets consisting of 4,320 eligible new car owners. Perception of and attitude towards automobile brand associations were measured using nominal scales. Findings - Provides empirical evidence that supports the applicability of multiple brand image dimensions corresponding to the consumer's sensory, utilitarian, symbolic and economic needs at the global level. The study also suggested that factor structure of brand image differs across nations and these differences might be reflective to a nation's culture and its level of economic development. Research limitations/implications - As with any empirical study, this research inevitably has its limitations, which presents opportunities for further research: extensions of the present framework to other product categories; extensions of the national factors; extensions of the brand associations; and measurement improvement. Practical implications - Understanding the similarities or differences of the factor structure of brand image across the globe facilitates the formation of a successful global image strategy. First of all, by exploring brand image structure at the global level; and the specific interrelationships among the corresponding associations Originality/value - The results derived from the 20 diverse nations in the present study not only enhance our understanding of brand image structure but also provide a strong test of the empirical generalizability of automobile brand image dimensionality and factor structure in a global context.
    Type of Medium: Electronic Resource
    URL: http://dx.doi.org/10.1108/10610420510583716
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