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This research aims to develop and test the traditionscapes framework in which consumers appropriate local traditions as a resource to foster cultural identity in emerging markets.

A multi-level research approach with qualitative (n = 38) and quantitative data (n = 600) was employed in the context of gaucho traditions in the southern part of Brazil (Rio Grande do Sul state).

The findings indicate that traditionscapes operate in a fluid process that engenders local culture attachment into tradition value through the consumer identification process. Traditionscapes build a sense of local cultural attachment that functions as a source of social, cultural, and local identification. Findings also support our three-stage traditionscapes framework, emphasizing the identification process that depends on consumers' global culture resistance.

This research provides a novel viewpoint to the well-established relationship between tradition and globalization in consumption studies. We contribute to this debate by shifting the discussion to the fluid process of traditionscapes in which tradition value is engendered through consumer appropriation and identification with local traditions, even in a globalized context. Although recent research suggests that global culture can disrupt local traditions, traditionscapes operate as an extended perspective that coexists with other global cultural flows.

The purpose of this paper is to extend current conceptualizations of multicultural individuals by mapping the underlying elements of knowledge, identification, commitment and internalization as components of multicultural identity. It aims to extend discussions of how multicultural individuals manage their multiculturality.

The paper draws primarily on extant works on multicultural individuals and identity. The paper reviews a number of concepts relevant to multicultural identity to introduce the existence of a population called n-Culturals who represent a complex type that exists on one extreme of a continuum of multicultural identity. The paper derives a theory of n-Culturalism which represents a more nuanced theory of the multicultural identity.

n-Culturals recognizes that elements of multicultural identity exist within individuals to a greater or lesser extent and that their combination results in a comprehensive understanding of the entire range of multicultural identities. n-Culturalism extends current views that multicultural individuals maintain multiple saliences of their identities rather than switching modes to manage their multiculturality.

The conceptual nature of the paper implies that there are no existing empirical data apart from anecdotal examples; at the same time this fact provides ample opportunities to test the theory.

First, the findings provides an understanding of multiple cultural influences on acculturative stress and on performance across a range of domains as well as measuring multicultural identity. Second, by understanding the way in which n-Culturals develop the authors may gain valuable insights in modeling this process.

The paper develops a new theory of approaching the challenges faced by multicultural individuals, that is, how to manage their multiculturality. The theory goes beyond current views of switching modes or suppression, and suggests maintaining and balancing multiple identities.

As social commerce migrates to the mobile platform, mobile social commerce (ms–commerce), an emerging way of conducting social commerce in the mobile environment, is gaining popularity among mobile users. Although impulse buying in social commerce has been the focus of scholars in recent years, individuals' impulse-buying behavior in ms–commerce has not been highlighted and therefore is worth investigating. This study addressed that gap by differentiating and monitoring the impacts that three key targets of social identification in ms–commerce exerted on impulse buying. Furthermore, previous studies had highlighted the importance of culture in impulse buying in other contexts, so the authors examined how the effects of the key identification targets differed across cultures, as a result of cultural diversity among the ms–commerce users. Finally, the authors drew upon the lens of information technology (IT) affordances to explore how different combinations of ms–commerce affordances influenced each target of identification.

This research first applied a qualitative methodology by using semi-structured interviews with 27 ms–commerce users to extract the relevant subdimensions of IT affordances in ms–commerce. Then, the authors tested their hypotheses with survey data collected from the United States and China.

The results clearly illustrate that three key targets of social identification had varying impacts on impulse buying in different cultural dimensions. In addition, nearly all of the proposed IT affordances in ms–commerce aided users in building multiple identifications, to various degrees.

This study extends social commerce research by examining the important role that social identification plays in impulse buying in the mobile environment. Moreover, unlike previous studies that mainly had focused on ordinary buying in social commerce across cultures, this study investigated the relative importance of the targets of social identification on impulse buying in different espoused cultural dimensions. Importantly, the authors used a technology affordance lens to also uncover the context-specific stimulators of separate identification targets, thus going beyond the existing body of knowledge that focused on general beliefs.

The purpose of this paper is to propose cultural equity as a construct to better understand the characteristics that define a culturally symbolic brand and the downstream consequences for consumer behavior and nation branding in the era of globalization.

This paper is an empirical investigation of the knowledge and outcome aspects of cultural equity with a total of 1,771 consumers located in three different countries/continents, 77 different brands as stimuli, and using a variety of measures, surveys, lab experiments, procedures and consumer contexts.

Cultural equity is the facet of brand equity attributed to the brand's cultural symbolism or the favorable responses by consumers to the cultural symbolism of a brand. A brand has cultural equity if it has a distinctive cultural symbolism in consumers' minds (brand knowledge aspect of cultural equity: association with the central concept that defines the culture, embodiment of culturally relevant values and embeddedness in a cultural knowledge network), and such symbolism elicits a favorable consumer response to the marketing of the brand (outcome aspect of cultural equity: favorable evaluations and strong self-brand connections).

This paper offers a framework that allows marketers to develop cultural positioning strategies in hyper-competitive and globalized markets and identify ways for building and protecting their brands' cultural equity.

This paper advances our understanding of brands as cultural symbols by introducing cultural equity and integrates prior research on brand equity, cross-cultural differences in consumer behavior, country-of-origin effects and nation branding.

The purpose of this paper is to examine international football supporter behaviours within the context of national and socio-cultural identification, in an effort to better understand what role national identity plays in fan motivation and consumer behaviour for expatriate and non-domestic fans.

International football supporters across ten cultural and ethnic communities were surveyed throughout the 2014 Fédération Internationale de Football Association World Cup Finals, exploring the identification and new media socialisation behaviours of national team supporters in non-domestic markets.

The study’s findings provide evidence of the role identification plays in informing national and ethnic identities. Supporting one’s home or ancestral national team reflects an important element of national identification and socio-cultural place for expatriate or non-domestic supporters of international football. Importantly, new media behaviours provide supporters with a formative and productive source of national team fan engagement and ethnocultural community creation, particularly for younger target audiences.

These results bear particular significance for theory and practice: the digital socialisation behaviours supporters engage in are integral components of identity building and communication. In better understanding the awareness and interest of geographically detached sport consumers, this study offers new perspective into the opportunities present for sport organisations and marketers in reaching non-domestic fan nations.

The findings offer new perspective into the role national identification plays in fan involvement and motivation, and importantly how new media has emerged as a key platform for expatriate and non-domestic supporter socialisation amongst international football supporters.

Recent studies of racioethnic differences in job satisfaction have yielded inconsistent results. It is posited that the physical variable race/national origin (synonymous with physioethnicity), that is commonly used to operationalize race/ethnicity, is not sufficiently comprehensive to detect the social and cultural essence of racioethnicity. Thus, this article offers “socioethnicity” as a less observable type of racioethnicity. This delineation of socioethnicity enables the researchers and practitioners to measure the number of cultures with which an individual identifies. Based on previous research findings and grounded in orthogonal cultural identification theory, it is hypothesized that multicultural members of the majority group in a racioethnically diverse work environment will be more satisfied with their coworkers than monocultural members. Results supported the hypothesis.

Given the changing work force demographics and the increased globalization of businesses, the usage of a multidimensional construct to assess racioethnic differences in job‐related attitudes and behaviors may be able to provide researchers and practitioners with a better understanding of how to more effectively manage diverse individuals within various organizational contexts. As such, it is purported that racioethnicity is multidimensional, with at least three dimensions: physioethnicity, the physical dimension; socioethnicity, the sociocultural dimension; and psychoethnicity, the psychological dimension. It is further posited that examining socioethnicity and psychoethnicity, in addition to physioethnicity, will enable researchers and practitioners to assess the sociocultural and psychological dimensions of racioethnicity and their affects on various organizational behavioral outcomes, which have traditionally been ignored.

Empirical studies show substantial variation across immigrants in the rate and direction of assimilation along various dimensions (e.g., cross-ethnic contact, language, identity). To explain this variation, past research has focused on identifying exogenous factors, such as discrimination, human capital, and settlement intention. In this chapter we argue that variation in immigrant outcomes emerges endogenously through positive interaction effects between dimensions of assimilation. We propose a new assimilation model in which processes of social influence and selection into congruent social environments give rise to multiple long-term equilibria. In this model, migrants who are already assimilated along many dimensions tend to also adapt along other dimensions, while less assimilated migrants become more strongly embedded in their ethnic group.

To test the assimilation model, we derive a number of hypotheses, which we evaluate using trend analysis and dynamic panel regression on data from the Longitudinal Survey of Immigrants to Canada.

The data mostly confirm the hypotheses, providing overall support for the assimilation model.

Our theory and findings suggest that immigrants would follow divergent assimilation trajectories even in the absence of a priori population heterogeneity in external factors.

The positive interaction effects between cultural and structural dimensions of assimilation suggest that mixed policies that promote integration while seeking to prevent loss of identity go against the natural tendency for cultural and structural assimilation to go hand in hand.

The present chapter proposes a novel model of immigrant assimilation and an empirical test.

Biculturals possess higher cultural intelligence than monocultural individuals. This study explores biculturals' key factors and attributes and how their cultural knowledge and identification influence International Business Negotiations (IBNs) and help their firms outperform others.

Data were collected from semi-structured interviews with 35 bicultural senior managers in Lebanon.

The findings highlight three essential qualities and behaviors that allow biculturals to act as a bridge between the parties during IBN: adaptability, cultural frame switching (CFS) and creativity.

This study explores the notion of bicultural personnel using their understanding of multiple cultures to be innovative, avoid groupthink and generate new creative ideas that help overcome stalemates during IBNs.

The purpose of this paper is to explore issues of race and culture in health education in the secondary school health and physical education (HPE) curriculum in Ontario, Canada.

Using Ontario’s secondary school curriculum as a point of analysis, this paper draws from critical race theory and a whiteness lens to identify how cultural and race identities are positioned in contemporary health education documents. The curriculum document and its newest strategies for teaching are the focus of analysis in this conceptual paper.

Within the curriculum new teaching strategies offer entry points for engaging students in learning more about culture and race. In particular, First Nation, Métis and Inuit identities are noted in the curriculum. Specifically, three areas of the curriculum point to topics of race and culture in health: eating; substance use, abuse and additions; and, movement activities. Within these three educational areas, the curriculum offers information about cultural practices to teach about what it means to understand health from a cultural lens.

The HPE curriculum offers examples of how Ontario, Canada, is expanding its cultural approaches to knowing about and understanding health practices. The acknowledgment of First Nations, Métis and Inuit health and cultural ways of approaching health is significant when compared to other recently revised HPE curriculum from around the globe. The teaching strategies offered in the curriculum document provide one avenue to think about how identity, culture and race are being taught in health education classrooms.

First, with limited analysis of health education policy within schools, the use of critical theory provides opportunities for thinking about what comes next when broadening definitions of health to be more inclusive of cultural and race identity. Second, curriculum structures how teachers respond to the topics they are delivering, thus how HPE as a subject area promotes healthy practices is highly relevant to the field of health education. This paper provides an important acknowledgment of the educative work being undertaken in the revision of HPE curriculum.