This paper reports on an exploratory interpretivist study of global millennial consumers'
subjective interpretations of ethnic targeted marketing communications in a multicultural …

Consumer vulnerability (CV) has evolved into an important management research field over
the past two decades. The CV field (hereafter, the field) merits evaluation of its present state …

Although it is well accepted that the self‐concept includes numerous identities, the
preponderance of past consumer identity research has explored one identity at a time and …

Race is integral to the functioning and ideological underpinnings of marketplace actions yet
remains undertheorized in marketing. To understand and transform the insidious ways in …

Within an institutional theory framework, this article identifies three interconnected fields of
the marketing institution—research, education, and practice—that contribute to advancing …

Purpose–The purpose of this paper is to bring international marketing and consumer
research attention to multicultural marketplaces as a new focal research lens. It develops a …

This paper draws on an interdisciplinary theoretical background to define the new construct
of subjective social inclusion and initiate a new theoretical framework of inclusive marketing …

People with disabilities (PWD) constitute one of the largest minority groups. While
recognition and inclusion of this group in the marketplace has seen improvement, the effects …

This research investigates how national culture interacts with marketing strategy to influence
consumers' organic post-consumption satisfaction ratings of entertainment products rich in …

The increasing intra-national diversity of many modern markets poses challenges to identity
segmentation. As consumers require greater recognition of their diverse identities from …