Transcultural identity development among third generation minority consumers

Takhar, Amandeep, Jamal, Ahmad ORCID: https://orcid.org/0000-0002-6230-4910 and Kizgin, Hatice 2021. Transcultural identity development among third generation minority consumers. Journal of Business Research 133 , pp. 132-142. 10.1016/j.jbusres.2021.04.060

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Abstract

This study explores how global and local forces influence the processes of consumer re-acculturation amongst third-generation British Sikhs in the United Kingdom (U.K.). Data is collected over a three-year period using multiple methods that focus on the experiential consumption of shaadi.com by third-generation British-born Sikhs. Data is analysed using thematic analysis, and findings reveal three transcultural identity patterns: accommodating, re-acculturating, and resisting Sikh culture. We argue that the emergent identity patterns are fluid, as our participants feel neither wholly British, wholly Sikh, nor wholly British-Sikh, positioning themselves beyond, rather than against, Sikh or British culture. We uncover the connectedness between the traditional cultural practices of arranged marriages and the space of shaadi.com, a matrimonial website. We interpret this website as a medium through which transcultural identities are constructed. We contribute to theory by showing the development of transcultural patterns of consumption and consistent transcultural identity construction in non-migrating ethnic communities.

Item Type:	Article
Date Type:	Publication
Status:	Published
Schools:	Business (Including Economics)
Publisher:	Elsevier
ISSN:	0148-2963
Date of First Compliant Deposit:	16 August 2021
Date of Acceptance:	22 April 2021
Last Modified:	06 Nov 2023 22:50
URI:	https://orca.cardiff.ac.uk/id/eprint/143423

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