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The purpose of this paper is to develop a conceptual framework which deepens our understanding of identity negotiation and formation in a collectivistic Asian context. Drawing from a three-year, multi-method ethnographic research process, the authors explore how contemporary Asian consumers construct, negotiate and enact family identity through meal consumption. The authors particularly focus on the ways in which Asian consumers negotiate values, norms and practices associated with filial piety during new family formation. Building on the influential framework of layered family identity proposed by Epp and Price (2008), the authors seek to develop a framework which enables us to better understand how Asian consumers construct and enact their family identity through mundane consumption.

As most of the identity negotiation in the domestic sphere takes place within the mundanity of everyday life, such as during the routines, rituals and conventions of “ordinary” family meals, the authors adopted an interpretive, hermeneutic and longitudinal ethnographic research approach, which drew from a purposive sample of nine Sri Lankan couples.

The authors present the finding in three vivid narrative exemplars of new family identity negotiation and discuss three processes which informants negotiated the layered family identity. First, Asian families negotiate family identity by re-formulating aspects of their relational identity bundles. Second, re-negotiating facets of individual identity facilitates construction of family identity. Finally, re-configuring aspects of collective family identity, especially in relation to the extended family is important to family identity in this research context. The authors also propose filial piety as a fundamental construct of Asian family identity and highlight the importance of collective layer over individual and relational family identity layers.

The aim of this paper is to develop a conceptual framework which deepens our understanding of identity negotiation and formation in a collectivistic Asian context. Even though exploring Sinhalese, Sri Lankan culture sheds light on understanding identity and consumption in other similar Asian cultures, such as Indian, Chinese and Korean; this paper does not suggest generalisability of findings to similar research contexts. On the contrary, the findings aim to present an in-depth discussion of how identities are challenged, negotiated and re-formulated during new family formation around specific consumption behaviours associated with filial piety in a collectivistic extended family.

As this research explores tightly knit relationships in extended families and how these families negotiate values, norms and practices associated with filial piety, it enables us to understand the complex ways in which Asian families negotiate identity. The proposed framework could be useful to explore how changing social dynamics challenge the traditional sense of family in these collectivistic cultures and how they affect family happiness and well-being. Such insight is useful for public policymakers and social marketers when addressing family dissatisfaction–based social issues in Asia, such as increasing rates of suicide, divorce, child abuse, prostitution and sexually transmitted disease.

Little is known about the complex ways in which Asian family identities are negotiated in contrast to Western theoretical models on this topic. Particularly, we need to understand how fundamental aspects of Asian family identity, such as filial piety, are continuously re-negotiated, manifested and perpetuated during everyday life and how formulations of Asian family identity may be different from its predominantly Western conceptualisations. Therefore, the paper provides an adaptation to the current layered family identity model and proposes filial piety as a fundamental construct driving Asian family identity.

This study aims to explore Asian American students’ identities and their perceptions about who they are within the Midwestern American high school setting.

A naturalistic inquiry (Lincoln and Guba, 1985) is employed in this qualitative study. Naturalistic inquiry assumes that reality is constructed by individuals, and there exist multiple realities as diverse people experience teaching and learning (Glesne, 1999). It is characterized by natural settings (the schools), natural language (language actually used by students and teachers), responsiveness to concerns and issues of stakeholders (what is important to students and teachers) and collaborative checks on trustworthiness.

The study finds that the participants all identify themselves as students, while they perceive differently on their racial/ethnic and cultural identity. They have employed a variety of strategies to negotiate with their dynamic, multiple and sometimes contradictory identities when confronted with challenges and opportunities within different social contexts.

The limitations of my study lie first in a small number of participants. Eight Asian American students do not represent the heterogeneous Asian American groups in the USA. More students would provide different perspectives and experiences in the study. The time for conducting this study is another limitation. Longer period on the research sites would provide thicker descriptions.

There are implications for educational practice and future research to help understand the diversity among Asian American students and to find ways to integrate accurate and comprehensive information related to Asian Americans into the curricular with critical reflection upon the issues of race, ethnicity, culture and identity.

This study will enrich the current literature on Asian American education because there is currently limited research in this area. It will give voices to Asian American students and contribute to a better understanding of how both students and teachers are responding to the challenges faced in many schools as demographics change. It will also have implications for teacher education and encourage awareness in this field that might affect future educational practices and policies.

This chapter examined the lived experiences of first generation Asian immigrant student activists, who waged a powerful struggle against school violence in a large urban high school. Their struggle resisted the hegemonic practices of the district bureaucracy around racial harassment, bullying, and treatment of immigrant students, especially English Language Learners (ELLs). Mobilizing both inside and outside of school, the student activists initiated legal action, organized among their high school peers and in the Asian community, and disrupted dominant discourses about the Asian community and the abilities of first generation immigrant youth.

Using ethnographic methods such as interviews, focus groups, and analysis of archival data, the author focused on four student leaders from working class backgrounds, examining the identities and literacies they developed in the process of understanding the power dynamics between dominant institutions and racialized communities. Moreover, using the lenses of Bourdieusian and Freirean social theory, this qualitative study looked at the roles that culture and ideology, broadly construed, played in the young people’s political development and their post-secondary trajectories. This work also built on the work of Shawn Ginwright, Julio Cammarota, and Michelle Fine on youth activism and community change. The significance of this chapter lies in its contribution to the research about the intersectionality of race/ethnicity, class, immigration status, and youth activism, in particular for first generation immigrant youth.

This study examines the effect of four acculturation strategies (integration, assimilation, separation and marginalisation) on identification with and consumption of American football for the Asian population in the United States. Using Berry's (1990, 1997) bi-dimensional model of acculturation as a theoretical framework, significant differences (based on the four acculturation strategies) between football identification and consumption were found. In addition, this study examines the relationships between acculturation, ethnic identity, identification with, and consumption of, the sport among the Asian population. The results indicate that acculturation plays a significant role in explaining participants' identification with, and consumption of, the sport, whereas ethnic identity does not.

Despite the remarkable economic power and rapid growth of the Asian population in the USA, relatively little attention has been paid to this group in the sport management literature compared to African-Americans and Hispanics. In addition, sport management scholars have paid limited attention to two important cultural factors: ethnic identity and acculturation. The paper aims to discuss this issue.

This study attempted to examine a comprehensive sport consumption model for Asians by testing theoretical relationships between these two cultural factors (ethnic identity and acculturation), fan identification, and sport consumption behavior.

The structural equation modeling results indicated that ethnic identity indirectly affected consumption of sport products reflecting attributes of a native country, e.g. ethnic player popular sports in a native country through identification with the sport products. In contrast acculturation indirectly affected consumption of sport products reflecting attributes of a host country, e.g. popular sports in a host country.

The results of this study provide implications on how sport marketers should effectively design sport products based on the Asians’ levels of acculturation and ethnic identity.

The purpose of this paper is to examine how young British South Asian adults’ dual cultural identity is exhibited and reaffirmed through the appropriation of selfies.

The research adopts a qualitative perspective and utilises a combination of in-depth interviews and netnographic data.

The appropriation of the selfie phenomenon by young British South Asian adults reifies, endorses and reinforces their dual cultural identity. As such, their dual cultural identity is influenced by four factors: consonance between host and ancestral cultures, situational constraints, contextual requirements and convenience.

In terms of the selfie phenomenon, the study makes two major contributions: first, it analyses young British South Asian adults’ cultural dualism. Second, it explicates how their acculturation and their dual cultural identity are expressed through the appropriation of the selfie phenomenon.

Since young British South Asians represent a significant, and distinct, market, organisations serving this market can marshal insights from this research. As such, managers who apprise themselves of the selfie phenomenon of this group are better placed to meet their consumer needs. Account, therefore, should be taken of their twofold cultural identity and dual British/Asian identification. In particular, consideration should be given to their distinct and demonstrable traits apropos religiosity and social, communal, and familial bonding. The characteristics were clearly evident via their interactions within social media. Consequently, senior marketing managers can utilise the aforementioned in positioning their organisations, their brands and their products and services.

The study details a new quadripartite framework for analysing young British South Asian adults’ acculturation that leads to the formation of their dual cultural identity and presents a dynamic model that explicates how cultural identity is expressed through the use and appropriation of technology.

This paper, which is part of a larger study, aims to discuss from an ethno-cultural perspective, the notion of self-identification and difference pertaining to first and second-generation South Asian male entrepreneurs. In essence, previous studies have not explored this dimension to any sufficient depth. Therefore, evidence is unclear as to how ethno-culture has informed entrepreneurial identity and difference.

Adopting a phenomenological research paradigm, 42 semi-structured interviews were conducted with first- and second-generation Sikh and Pakistani Muslim male entrepreneurs in Greater London. A typology of second-generation entrepreneurs is developed and a research agenda proposed.

First-generation respondents regard the UK as home and do not suffer from shifts in identity. These particular respondents identify themselves as Sikh or Pakistani Muslim or a Businessman. However, the second-generation identify themselves via three distinct labels. Here respondents stress their ethnicity by using Hyphenated British identities or hide their ethnicity behind the term a Normal Businessman, or appear opportunists by using ethnicity as a resource to espouse a true entrepreneurial identity.

The research environment within the Greater London area where the respondents are located may not be as generalisable when compared with other parts of the UK.

This paper offers a unique insight into self-prescribed identity and difference noted among London’s ethnic entrepreneurs.

This study aims to explore the meanings of solo travel for Asian women, focussing on how Asian women construct and negotiate their identities in the heteronormalised, gendered and Western-centric tourism space.

In-depth interviews were conducted with 35 Asian solo female travellers from ten Asian countries/societies and analysed using constructivist grounded theory. The interpretation was guided by a critical stance and intersectionality lens.

The findings show that solo travel provides a means for self-discovery but the path was different for Asian women, for whom the self is constructed by challenging the social expectations of Asian women. Western-centric discourse was identified in the participants’ interactions with other (Western) travellers and tourism service providers, as well as in the ways these Asian women perceive themselves in relation to Western travellers. In addition to gendered constraints and risks, the findings also reveal the positive meaning of being Asian women in the gendered tourism space.

By labelling Asian women, the study risks adopting an essentialised view and overlooking the differences within the group. However, this strategic essentialism is necessary to draw attention to the inequalities that persist in contemporary tourism spaces and practices.

This study investigated Asian solo female travellers, an emerging but under-researched segment. It provides a critical examination of the intersectional effect of gender and race on identity construction for Asian solo female travellers. This study shows the need for a more inclusive tourism space.

This chapter is an inquiry into the paradoxes in discourses of ethnicity and race as well as of diversity and inclusion, centering on current movements in higher education. It aims to problematize the essentialized racial structure in American social discourses while re-evaluating academic institutions’ approaches to diversity. With a focus on Asian American students, it employs student narrations and statistical evidence to underline the neglected aspects of the heterogeneity, hybridity, and marginalization of “Asians.” The complex diversity among “Asians” and their ambiguous positionality provide insights into the challenges and paradoxes of our conceptions and practices of ethnicity, race, and diversity in general. On the one hand, I argue about the risk of prevalent practices that, to varying degrees, reconsolidate the black-white dichotomy; as they constantly strengthen disparities between the two races under the premises of the homogeneity within each category, they exclude the experiences of non-black minorities in social spheres. On the other hand, I challenge the disjuncture of diversity in theory versus in practice. While calling for a multiracial coalition to practice diversity and inclusion, I underscore the salience of unbiased perspectives in pedagogical approaches, in which, interethnicity and multiraciality are promoted, as hybrid identities beyond race are recognized. This de-Eurocentric approach ultimately aims to undermine racial essentialization and white supremacy.

The purpose of this paper is to examine the factors that motivate Korean baseball fans to support Korean Major League Baseball (MLB) players and to identify the effects of the motivations on identification and behavioral loyalty.

Data were collected using a self-administered questionnaire at three Korean universities. A model was designed to see which three motivations (commitment to Korean baseball, interests in MLB and ethnic identity) affect loyalty behaviors to support Korean MLB players. In the model, the mediating effect of player identification is set to the relation between the three motivations and behavioral loyalty. The moderating effect of team identification is also set to the relation between player identification and behavioral loyalty. Collected data (n=294) were first analyzed via confirmatory factor analysis to ascertain the factor structure of the study model. Then, the study performed a structural equation modeling which finds the magnitude and significance of each causal path among designed factors.

All the effects were found to be significantly positive except team identification whose moderating effect was not significant. Interests in MLB had the greatest impact on the fan’s player identification followed by commitment to the Korean baseball league and their ethnic identity. It was also found that the influence of player identification was positive on behavioral loyalty.

This work can help MLB expand their fan base internationally, especially in Asian countries.