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Title: A quadripartite approach to analysing young British South Asian adults’ dual cultural identity
Authors: Dey, Bidit Lal
Balmer, John M. T.
Pandit, Ameet
Saren, Mike
Binsardi, Ben
First Published: 19-May-2017
Publisher: Taylor & Francis for Academy of Marketing
Citation: Journal of Marketing Management, 2017, 33 (9-10), pp. 789-816 (28)
Abstract: Adopting an acculturation perspective, this article explicates the duality of young British South Asian adults’ cultural dispositions. In so doing, it examines the complex dialectic processes that influence their acculturation strategies. By using a maximum variation sampling method, respondents from six major cities in Great Britain were interviewed for this study. The findings show that young British South Asian adults exhibit attributes of both of their ancestral and host cultures. Their dual cultural identity is constituted due to four major reasons: consonances with ancestral culture, situational constraints, contextual requirements and conveniences. This quadripartite perspective informs a non-context-specific theoretical model of acculturation. Marketing managers seeking to serve this diaspora market (and others) can utilise this theoretical framework in order to more fully comprehend diaspora members’ religiosity, social, communal and familial bonding and other cultural dispositions and, moreover, their manifestations in their day-to-day lives.
DOI Link: 10.1080/0267257X.2017.1324896
ISSN: 0267-257X
eISSN: 1472-1376
Version: Publisher Version
Status: Peer-reviewed
Type: Journal Article
Rights: Copyright © the authors, 2017. This is an open-access article distributed under the terms of the Creative Commons Attribution-Non Commercial-No Derivatives License (, which permits use and distribution in any medium, provided the original work is properly cited, the use is non-commercial and no modifications or adaptations are made.
Appears in Collections:Published Articles, School of Management

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