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| Titre : |
The sensitive case of ethnicity
The example of diversity in marketing studies |
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| Numéro : |
54 |
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| Année : |
2016 |
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| Volume : |
XXII |
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| Auteur(s) : |
Sondes ZOUAGHI |
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| Résumé : |
This article questions the notion of ethnicity and its use as market segmentation variable. Ethnicity as sensitive or controversial subject of study, leads researchers to theoretical and operational choices which are often based on colonial paradigms. These researches have an impact on the spreading of certain ideologies to the detriment of others. Is ethnicity an artefact that exists only because we have decided to study it ? The notion of cultural identity, generalizable to all consumers, is a possible alternative to the concept of ethnicity. |
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| Pages : |
129 - 137 |
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| Type : |
Research paper |
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| Keywords : |
colonial, consumer culture theory, ethnic marketing, postcolonial, segmentation, identity |
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| APA : |
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| Citations : |
- |
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| CAIRN : |
https://www.cairn.info/revue-internationale-de-psychosociologie-de-gestion-des-comportements-organisationnels-2016-54-page-129.htm |
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