Article2002

Towards a Critical Multicultural Marketing Theory

65 citations0/0 files storedMarketing Theory

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Multicultural Socio-Legal Studies

Abstract

Critical multiculturalism has generated considerable interest in the social sciences and humanities but has rarely surfaced as a distinctive theoretical approach in marketing. This paper is a first attempt to develop a critical multicultural marketing theory, drawing inspiration from the work of leading critical theorists. The paper makes the distinction between different types of multicultural orientations before exploring critical multiculturalism in more detail. The main body of the paper sets out essential elements of a critical multicultural marketing theory and simultaneously assesses the extent to which a critical orientation is evident in current multicultural marketing research.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 65 citations exist upstream.

References

2025Advances in Consumer Research 2000Handbook of qualitative research 1993White Women, Race Matters 1992Multiculturalism and the politics of recognition 1992Advances in Consumer Research 1992The global city: New York, London, Tokyo 1998The possessive investment in whiteness: how white people profit from identity politics 2000Doing Critical Management Research

Cited by

2011Researching Islamic marketing: past and future perspectives 2017Global Customer Engagement 2013The one-billion-plus marginalization: Toward a scholarly understanding of Islamic consumers 2005The influence of culture upon consumers’ desired value perceptions: A research agenda 2010Critical marketing studies: logical empiricism, ‘critical performativity’ and marketing practice 2009Disciplining the discipline: understanding postcolonial epistemic ideology in marketing

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.