Quotation Stöttinger, Barbara, Penz, Elfriede. 2019. Balancing territorial identities: How consumers manage their ethnic, regional, and national identities in daily life and consumption situation. International Marketing Review. 36 (5), 805-827.


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Abstract

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. 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. 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.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.

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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal International Marketing Review
Citation Index SSCI
WU-Journal-Rating new MAR-B, STRAT-B, WH-B
Language English
Title Balancing territorial identities: How consumers manage their ethnic, regional, and national identities in daily life and consumption situation
Volume 36
Number 5
Year 2019
Page from 805
Page to 827
Reviewed? Y
DOI https://doi.org/10.1108/IMR-03-2018-0115
Open Access N

Associations

Projects
The Euronconsumer: Myth or Reality? Definition, State-of-the Art and Development of a Measurement Instrument for the Use in International Marketing
People
Stöttinger, Barbara (Details)
Penz, Elfriede (Details)
Organization
WU Executive Academy WE (Details)
International Marketing Management IN (Details)
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