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While researchers have argued that multicultural marketplaces are conceptually different from other types of marketplaces, the marketing literature has only recently begun to develop multicultural perspective studies, and very little research has been done to examine intergroup complexities in consumption contexts (Demangeot et al., 2015). The purpose of this study is to fill this research gap by developing and empirically testing a research model to examine the effects of socio-political constructs and intergroup-based emotional variables on consumer decisions to consume cross-ethnic products.

A questionnaire designed to assess the effects of socio-political constructs and intergroup-based emotional variables on consumer decisions to consume cross-ethnic products was developed and administered to 294 students at a Midwestern US university. The data were analysed using partial least squares structural equation modelling (PLS-SEM) techniques.

Results indicate that all path coefficients are significant. Social dominance, intergroup anxiety and intergroup experience were found to be important predictors of intergroup tolerance and, importantly, intergroup tolerance was found to significantly affect consumer attitude toward cross-ethnic products.

In terms of limitations and future research implications, this research suffers from inherent limitations associated with self-reported survey research in a limited geographic region. Accordingly, study respondents may not be representative of consumers across the nation or the world, the respondents may not have understood the questions in the intended manner, and reported intentions may not reflect actual behaviour. This study was conducted among college students, but other target segments may have different intergroup experiences and perceptions of ethnic products.

Findings from this research suggest that firms offering ethnic products can increase crossover consumption appeal by implementing marketing communication programmes that integrate cultural forums and event tactics to promote positive intergroup experiences and tolerance among their multicultural customers.

Regarding policy implications, public policymakers and social thinkers may use the findings of this study as a prism to better explicate intercultural dealings among multicultural consumers. The contention of this study about public policy implications is supported by Neal et al.’s (2013) perspectives on how consumption situations can serve as a lens for explicating intergroup emotions in multicultural marketplaces.

This is one of only a few studies in marketing to assess the effects of socio-political constructs in a consumption context. This is the first known study to underscore the importance of intranational ethnic differences and assess the effects of socio-political and intergroup-based emotional variables on attitude to consume ethnic products, specifically.

The aim of the study is to capture consumers' conceptualization of ethnic food and ethnic restaurants, focusing on what it takes for ethnic restaurants to be perceived authentic.

Qualitative research, based on semi-structured in-depth interviews which were transcribed and subjected to inductive thematic analysis.

The findings conceptualize what ethnic food and ethnic-authentic restaurant are, leading to formulating the criteria that authentic ethnic restaurant should meet.

Findings have practical implications for restaurateurs interested in establishing themselves as ethnically authentic and for businesses focusing on ethnic food. This study was based on Israeli-Jewish participants; studies with other populations will contribute to the findings' trustability.

This study provides novel and critical insights into ethnic restaurant managements and to the customer conceptualization of the concept of ethnic authentic, demonstrating it being a multifaceted concept.

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.

Target markets of new product brands (niche customers) differ from those of existing product brands (mainstream customers) using conventional new product brand development strategy. The purpose of this paper is to contend that acculturation in the form of cultural pluralism exists in the marketplace and substantiates that contention through an investigation of consumer behavior outcomes resulting from the development of new product brands that target both mainstream and niche consumers through product brand crossover, an alternative product brand development strategy that leverages on cultural pluralism.

A between-subjects experiment was conducted to test whether consumers differ in their behavioral intentions toward existing and new product brands developed through product brand crossover. The experiments include marketing situations of matching and mismatching product brands and marketing communications in the form of marketing messages and advertising images.

The results show that consumers – in general and in segmented groups – do not differ in behavioral intentions toward existing and new product brands as a result of product brand crossover. Matching and mismatching product brands and marketing communications in the form of marketing messages and advertising images do not produce significant effects on behavioral intentions.

This paper offers fresh evidence showing that acculturation in the form of cultural pluralism exists in the marketplace and introduces a new concept in the form of product brand crossover that acknowledges and leverages on cultural pluralism as an alternative approach for new product brand development.

In an increasingly competitive global market, firms try to conquer a special place in customers’ minds and – when possible – in their hearts and spirits in order to succeed. Hence, through a competitive strategy based on differentiation, companies tend to focus their efforts in creating the right value proposition for consumers. They also establish upstream and/or downstream partnerships based on win–win relationships for the parties that constitute their value chain. The particular characteristics of ethnic products influence these strategies and the brand crossover. How can the ethnic-national identity of a product be employed successfully – regarding its liabilities and assets – in international sales? This case study¹ focuses on Nata Pura, a rather young Portuguese firm that has built its internationalization strategy based on exporting a traditional product pastel de nata using innovative solutions, which include the development of partnerships to produce and promote this as an organic pastry made with high-quality-adapted ingredients. Earlier, the traditional product was mainly sold and distributed within Portuguese Diaspora. Nata Pura company markets and distributes the re-invented product, originally a traditional Portuguese food product, and bridges cultural and administrative distances by combining the traditional with global tendencies and tastes.

This study aims to investigate investing and borrowing behavior in retail banking between ethnic groups, specifically the Caucasians vis‐à‐vis the Chinese.

A total sample of 645 Caucasians and Chinese in Australia, Canada and China were tested for their level of business assigned to their main banks, defined as share of wallet (SOW) in this study. The study applied multivariate analyses.

No significant differences were found between the ethnic Chinese in Australia and Canada in comparison to their counterparts in mainland China, or compared with the Caucasians in Australia and Canada. This finding of convergence suggests that ethnic Chinese have adapted to the local banking behavior. The ethnic Chinese in Australia and Canada assigned 81‐88 percent of their assets to their main banks, in comparison to only 72 percent for their counterparts in China and 73 percent for the Caucasians. As such, the ethnic Chinese in Australia and Canada have developed their own unique behavior, resulting in crossvergence: an over‐adaptation to local behavior in managing their assets, and a mid‐way approach between the Chinese in China and the local Caucasians when it comes to borrowing money.

For bank marketing managers, this form of crossvergence constitutes a challenge as it suggests that gaining the trust of Chinese customers is complex since the SOW is lowest in the booming emerging market (i.e. China) whereas ethnic Chinese consumers in Western markets have formed their own unique pattern of allocating business to their banks. “Ethnic banking” is suggested to offer tailored services to ethnic groups in order to satisfy their specific money management.

This study establishes that Chinese consumers in Western markets are a distinct consumer group. Products and services need to be specially customized to suit their wants and needs.

Considers the reasons why the insurance industry began to target the Asian American population. Looks at the strategies employed and the changes which were required in operational approaches, product design and organizational structure. Examines the impact of social economic demographic changes on the industry in the 1980s. Characterizes the development of differentiation of focus strategy in an attempt to shed light on the market effectiveness of strategic development for industrial organizations.

The purpose of this paper is to develop a theoretical framework to explain the development of sustainable culinary places and restaurant clusters.

The theoretical approach is based on a multi-level and multi-perspective case study approach toward studying the organization and governance of clusters of culinary activities and firms.

The main part of findings is based on the comparison of two case studies of the development of restaurant clusters, representing two different forms of knowledge management and governance.

The findings underscore the importance of local entrepreneurs, cluster organization and governance, knowledge exchange and learning and dependence on a local catchment area. The findings also show that several forms of cluster organization can coexist in the same area and support each other, adding to increased sustainability and connectedness in an urban area.

The findings indicate that there is a need for a more realistic approach to the development of culinary places and destinations, and not solely rely on place branding, standard marketing procedures and support from local authorities. To develop a sustainable and connected place, we need an appropriate form of organization and governance. The findings indicate that different types of restaurant clusters require different forms of governance of knowledge management processes to be effective.

The paper directs attention to the fact that the food sector constitutes an important sector for employment of immigrants, females and part-time workers, which together constitute the largest group with regard to unemployment in many cities. The paper also shows how the evolution of a culinary culture in Oslo has contributed to solidarity within and between ethnic groups, which is sorely needed today.

This paper shows that sustainable, liveable and connected places can be developed without reliance on standard branding and marketing procedures, and despite opposition from the retail industry and lack of support from local authorities.

This paper investigates how members of ethnic minorities perceive ethnic-themed retail spectacles staged by mainstream marketers.

The data was collected in the North of France, through ethnographic methods combining in-depth interviews with French-Moroccan consumers, field observation of their shopping behavior in supermarkets, and online discussions on the subject.

The consumers’ responses reflect perceptions of dystopia, articulated in two interrelated types of discourses: inclusion versus exclusion on the one hand, and consumerism and the commodification of religion on the other. Spectacles aimed at being a cosmopolitan utopia into a spectacle become thus perceived as dystopic, alienating consumers who belong to ethnic minorities, some of whom will as a result oppose or boycott the supermarkets.

Given its phenomenological focus on consumers’ perception, this study provides an emic perspective on the phenomenon of ethnic retail spectacles. Further research should therefore study these contexts from multiple angles, in order to consider the role of other market actors such as retailers or the larger socio-political context.

This paper contributes to existing research by providing an understanding of ethnic minorities’ perceptions of product cross-over, understudied until now when it comes to mainstream marketplaces. Moreover, it highlights the importance of studying retail environments such as supermarkets, where ethnic spectacles enter consumers’ everyday life.

The UK Mental Health Act (MHA) Reform (2021) on race and ethnicity promotes new governmental strategies to tackle inequalities faced by ethnically racialised communities detained under the MHA. However, there is a scarcity in personality disorder and ethnicity research. This study aims to investigate what is available in the UK in relation to prevalence, aetiology and treatment provisions of personality disorder for ethnically diverse patients, and to understand their interconnectedness with mental health and criminal justice service provisions. Three key areas of investigations were reviewed, (1) UK prevalence of personality disorder amongst ethnically diverse individuals; (2) aetiology of personality disorder and ethnicity; (3) treatment provisions for ethnically diverse individuals diagnosed with personality disorder.

A scoping study review involved a comprehensive scanning of literature published between 2003 and 2022. Screening and data extraction tools were co-produced by an ethnically diverse research team, including people with lived experience of mental health and occupational expertise. Collaborative work was complete throughout the review, ensuring the research remained valid and reliable.

Ten papers were included. Results demonstrated an evident gap in the literature. Of these, nine papers discussed their prevalence, three papers informed on treatment provisions and only one made reference to aetiology. This review further supports the notion that personality disorder is under-represented within ethnic minority populations, particularly of African, Caribbean and British heritage, however, the reasons for this are multi-facetted and complex, hence, requiring further investigation. The evidence collected relating to treatment provisions of personality disorder was limited and of low quality to reach a clear conclusion on effective treatments for ethnically diverse patients.

The shortage of findings on prevalence, aetiology and treatment provisions, emphasises the need to prioritise further research in this area. Results provide valuable insights into this limited body of knowledge from a UK perspective.