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Multicultural marketing
Descriptive
TitleInfo
Title
Multicultural marketing
SubTitle
an investigation into marketplace diversity across two essays
Name
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(type = family)
James
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Jean-Paul
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1973-
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Jean-Paul James, II
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author
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II
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(type = family)
Kaufman-Scarborough
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(type = given)
Carol
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Carol Kaufman-Scarborough
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Advisory Committee
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chair
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(type = personal)
NamePart
(type = family)
Williams
NamePart
(type = given)
Jerome D
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Jerome D Williams
Affiliation
Advisory Committee
Role
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(authority = RULIB)
co-chair
Name
(type = personal)
NamePart
(type = family)
Monga
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(type = given)
Alokparna (Sonia)
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Alokparna (Sonia) Monga
Affiliation
Advisory Committee
Role
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(authority = RULIB)
internal member
Name
(type = personal)
NamePart
(type = family)
Henderson
NamePart
(type = given)
Geraldine R
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Geraldine R Henderson
Affiliation
Advisory Committee
Role
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(authority = RULIB)
outside member
Name
(type = corporate)
NamePart
Rutgers University
Role
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(authority = RULIB)
degree grantor
Name
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Graduate School - Newark
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school
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Text
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theses
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2017
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2017-10
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2017
Place
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xx
Language
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eng
Abstract
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Multicultural marketing, the practice of integrated marketing strategies that identify and tactically target potential consumers by diverse backgrounds has become less niche and a more mainstream marketing consideration, due to accelerated multicultural population growth (Franklin, 2014; Johnson, Elliot & Grier, 2010; Friedman, Lopez-Pumarejo, & Friedman, 2006; Burton 2005; Chan, 1996). These diverse subcultures have unique culturally embedded needs and perceptions of bands and products; thus, they respond better to culturally relevant marketing communications (Cui, 1997). With the growing multicultural population in the United States there has been debate and questions among marketing practitioners, relative to targeting consumers by their race, ethnicity or sexuality. This subject is studied over 2 essays. The first essay is “Leveraging Diversity as a Resource: Identifying an Organization’s Antecedents, Strategic Approach and Succeedents to Multicultural Marketing”. Multicultural marketing strategy is examined; leveraging the theory of the Resourced Based View of the Firm (Wernerfelt, 1984) in positing a conceptual model and identifying constructs within an organization that predicate multicultural marketing success. The conceptual model is constructed where an organization’s commitment to diversity is proposed as a tacit, competitive resource. The second essay, “Moderating the Effectiveness of Racially and Ethnically-Congruent and Diverse Marketing Communications”, investigates the consumer response to multicultural advertising among racial and ethnic groups and diversity in advertising among the general population across 4 studies. The likeability of multicultural advertising is positively mediated by the felt, cultural targetedness of the marketing communications. This effect is also moderated by levels of acculturation and ethnic identity. Attitudes towards diversity in advertising is also explored among all consumers. The findings demonstrate that there is a “post-racial” segment of the population that appreciates diversity in advertising. This essay ads to our knowledge of Distinctiveness (McGuire, 1984) and self-identity theory (Tajfel, 1980).
Subject
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Topic
Management
Subject
(authority = ETD-LCSH)
Topic
Marketing--Cross-cultural studies
Subject
(authority = ETD-LCSH)
Topic
Multiculturalism in advertising
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Rutgers University Electronic Theses and Dissertations
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ETD_8352
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electronic resource
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application/pdf
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text/xml
Note
Supplementary File: Multicultural Marketing: An Investigation into Marketplace Diversity Across Two Essays
Extent
1 online resource (vii, 137 p. : ill.)
Note
(type = degree)
Ph.D.
Note
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Includes bibliographical references
Note
(type = statement of responsibility)
by Jean-Paul James, II
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TitleInfo
Title
Graduate School - Newark Electronic Theses and Dissertations
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rucore10002600001
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NjNbRU
Identifier
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doi:10.7282/T3280BQ1
Genre
(authority = ExL-Esploro)
ETD doctoral
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Rights
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The author owns the copyright to this work.
RightsHolder
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Name
FamilyName
James
GivenName
Jean-Paul
Role
Copyright Holder
RightsEvent
Type
Permission or license
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2017-09-15 11:23:01
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Name
Jean-Paul James
Role
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Affiliation
Rutgers University. Graduate School - Newark
AssociatedObject
Type
License
Name
Author Agreement License
Detail
I hereby grant to the Rutgers University Libraries and to my school the non-exclusive right to archive, reproduce and distribute my thesis or dissertation, in whole or in part, and/or my abstract, in whole or in part, in and from an electronic format, subject to the release date subsequently stipulated in this submittal form and approved by my school. I represent and stipulate that the thesis or dissertation and its abstract are my original work, that they do not infringe or violate any rights of others, and that I make these grants as the sole owner of the rights to my thesis or dissertation and its abstract. I represent that I have obtained written permissions, when necessary, from the owner(s) of each third party copyrighted matter to be included in my thesis or dissertation and will supply copies of such upon request by my school. I acknowledge that RU ETD and my school will not distribute my thesis or dissertation or its abstract if, in their reasonable judgment, they believe all such rights have not been secured. I acknowledge that I retain ownership rights to the copyright of my work. I also retain the right to use all or part of this thesis or dissertation in future works, such as articles or books.
Copyright
Status
Copyright protected
Availability
Status
Open
Reason
Permission or license
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