Balancing territorial identities

Barbara Stöttinger (Institute for International Marketing Management, Vienna University of Economics and Business, Vienna, Austria)
Elfriede Penz (Institute for International Marketing Management, Vienna University of Economics and Business, Vienna, Austria)

International Marketing Review

ISSN: 0265-1335

Publication date: 9 September 2019

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Keywords

Citation

Stöttinger, B. and Penz, E. (2019), "Balancing territorial identities", International Marketing Review, Vol. 36 No. 5, pp. 805-827. https://doi.org/10.1108/IMR-03-2018-0115

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Publisher

:

Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

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