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To what extent does ethnic marketing theories apply to multi-ethnic consumers?: A qualitative study examining the impact of the consumer acculturation process on ethnic marketing within a multi-ethnic country (Sweden)
Linnaeus University, School of Business and Economics, Department of Management Accounting and Logistics. Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship. Linnaeus University, School of Business and Economics, Department of Marketing. Linnaeus University, School of Business and Economics, Department of Economics and Statistics.
Linnaeus University, School of Business and Economics, Department of Management Accounting and Logistics. Linnaeus University, School of Business and Economics, Department of Marketing. Linnaeus University, School of Business and Economics, Department of Economics and Statistics. Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship.
Linnaeus University, School of Business and Economics, Department of Management Accounting and Logistics. Linnaeus University, School of Business and Economics, Department of Marketing. Linnaeus University, School of Business and Economics, Department of Economics and Statistics. Linnaeus University, School of Business and Economics, Department of Organisation and Entrepreneurship.
2022 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Sustainable development
SDG 16: Promote peaceful and inclusive societies for sustainable development, provide access to justice for all and build effective, accountable and inclusive institutions at all levels, SDG 4: Ensure inclusive and equitable quality education and promote lifelong learning opportunities for all
Abstract [en]

Ethnic marketing highlights the significance of ethnic and cultural influence on the perception of the advertisement by the end customer. Ethnic marketing has existed for a long time, companies worldwide have been trying to excel at implementing ethnic marketing in an effort to target ethnic minorities. Along with immigration to a multicultural environment, comes the process of consumer acculturation which is developing a multi-ethnic identity. This implies that ‘Ethnic marketing’ theories are only viable to a certain extent. This challenges marketers in apprehending the knowledge required for actually implementing ethnic marketing. Furthermore, since the comprehension and significance of one’s ethnic identity is considered to be a complicated paradox, this study outlines the most important aspects to consider when targeting ethnic minorities. Due to Sweden welcoming a considerable amount of immigrants every year, this study is conducted with the intention of analysing the connection between ethnic marketing theory and developing a multi-ethnic identity from the consumers’ perspectives.

Place, publisher, year, edition, pages
2022. , p. 71
Keywords [en]
Business administration, International Business
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-114578OAI: oai:DiVA.org:lnu-114578DiVA, id: diva2:1673440
Subject / course
Business Administration - Other
Educational program
International Business Programme, 180 credits
Supervisors
Examiners
Available from: 2022-06-21 Created: 2022-06-21 Last updated: 2022-06-21Bibliographically approved

Open Access in DiVA

Albin Hedstål, Ranim Chihabi, Eddy Nganjii(2109 kB)132 downloads
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Type fulltextMimetype application/pdf

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Hedstål, AlbinChihabi, RanimNganji, Eddy
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CiteExportLink to record
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