Balancing territorial identities: How consumers manage their ethnic, regional, and national identities in daily life and consumption situations

Purpose In today’s globalized world, countries are becoming increasingly multiethnic. This raises questions about the different dimensions of consumers’ territorial identities, and how these dimensions are differentiated, interrelated and interlinked. The paper aims to discuss these issues. Design/m...

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Bibliographic Details
Published in:	International marketing review 2019-09, Vol.36 (5), p.805-827
Main Authors:	Stöttinger, Barbara, Penz, Elfriede
Format:	Article
Language:	eng
Subjects:	Acculturation Behavior Citizenship Consumers Cultural identity Cultural values Culture Globalization Marketing Minority & ethnic groups Multiculturalism & pluralism Multiracial people National identity Secondary schools Social identity Students Vocational education
Online Access:	Get full text
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Summary:	Purpose In today’s globalized world, countries are becoming increasingly multiethnic. This raises questions about the different dimensions of consumers’ territorial identities, and how these dimensions are differentiated, interrelated and interlinked. The paper aims to discuss these issues. Design/methodology/approach Using qualitative interviews, this paper investigates how (40) respondents from two different ethnic minorities in a country that is not necessarily considered multiethnic perceive these dimensions of territorial identity (ethnic, regional and national) as a constituent element of their own person and of their behavior. Findings The authors highlight that these three dimensions of territorial identity co-exist as independent entities; they are distinct but interrelated and interconnected. Furthermore, idiosyncrasies in the ethnic sub-samples are investigated and described. These are related to the connection to the country of residence (being born there vs having immigrated there). Finally, avenues for future research, such as expanding the concept of territorial identities and its connection to consumer behavior, are suggested. Originality/value The authors extend the bipolarity commonly used in territorial identities (global vs local or ethnic vs national) to three conceptually independent dimensions. The authors explore the relationships between these dimensions of territorial identity and show that they may not conflict but, instead, co-exist.
ISSN:	0265-1335 1758-6763