Show simple item record

dc.contributor.authorVorster, Lizette
dc.contributor.authorKipnis, Eva
dc.contributor.authorBebek, Gaye
dc.contributor.authorCatherine, Demangeot
dc.date.accessioned2019-08-22T08:23:51Z
dc.date.available2019-08-22T08:23:51Z
dc.date.issued2019-09-10
dc.identifier.citationVorster, L., Kipnis, E., Bebek, G., and Demangeot, C. (2019) Brokering Intercultural Relations in the Rainbow Nation: Introducing Intercultural Marketing. Journal of Macromarketing,en
dc.identifier.issn0276-1467
dc.identifier.urihttps://www.dora.dmu.ac.uk/handle/2086/18351
dc.descriptionThe file attached to this record is the author's final peer reviewed version.en
dc.description.abstractThis paper considers the role of marketing in building intercultural relations in superdiverse, post-colonial societies, using post-apartheid South Africa as a case study. Drawing on neo-institutional theory, we analyze South African advertising campaigns to determine how marketing brokers intercultural relations by legitimizing social meanings conveyed through nation-building ideologies and consumers’ lived experiences. We examine whether marketing outputs align with stages of Rainbow Nation-building strategies and types of consumers’ lived experiences of South Africa’s superdiversity. We then derive a conceptualization of intercultural marketing, which we characterize as an approach focused on brokering meanings of convivial intercultural engagement and collective development of societal welfare goals. We contribute to macromarketing theory, directing attention to the important brokering role marketing has, in bridging conceptions of reconciliatory social development held by public policy makers and by societies’ populations. By conceptualizing intercultural marketing, its goals and tools, we contribute to multiculturally-sensitive marketing research and practice advancement.en
dc.language.isoenen
dc.publisherSageen
dc.subjectintercultural marketingen
dc.subjectmulticultural marketplacesen
dc.subjectneo-institutional theoryen
dc.subjectpost-colonial societiesen
dc.subjectintercultural relationsen
dc.subjectconvivialityen
dc.titleBrokering Intercultural Relations in the Rainbow Nation: Introducing Intercultural Marketingen
dc.typeArticleen
dc.identifier.doihttps://doi.org/10.1177/0276146719875189
dc.peerreviewedYesen
dc.funderNo external funderen
dc.cclicenceCC-BY-NCen
dc.date.acceptance2019-08-13


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record