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Retailing in a multicultural world: the interplay of retailing, ethnic identity and consumption

Jamal, Ahmad 2003. Retailing in a multicultural world: the interplay of retailing, ethnic identity and consumption. Journal of Retailing and Consumer Services 10 (1) , pp. 1-11. 10.1016/S0969-6989(02)00059-0

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Abstract

Recent growth in international trade, globalisation, migration and tourism has led to the creation of large ethnic subcultures and ethnic minority-owned retail enterprises in a number of Western countries such as the UK. This has contributed towards the development of a multicultural marketplace whereby both ethnic and mainstream retailers coexist with the ambition of serving consumers of different ethnic backgrounds. The paper argues that consumers of different ethnic backgrounds are skilled navigators who frequently engage in culture swapping to sample the many tastes, themes and sounds of different cultures. Retailers of different ethnic background in such a context play the role of cultural intermediaries who facilitate this culture swapping by promoting co-existence, tolerance and freedom of lifestyles among consumers of different ethnic backgrounds. The paper discusses the implications for retailers. The paper is based on an ethnographic study of ethnic minority and mainstream consumers in the UK.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
H Social Sciences > HM Sociology
H Social Sciences > HT Communities. Classes. Races
Uncontrolled Keywords: Retailing roles; Ethnic entrepreneurs; Ethnic identity; Culture swapping; Ethnic minorities; UK
Publisher: Elsevier
ISSN: 0969-6989
Last Modified: 04 Jun 2017 04:35
URI: http://orca.cf.ac.uk/id/eprint/41331

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