A Comprehensive Typology of Ethnic Identities: Implications for Marketing and Public Policy

Abstract

Ethnic identity (EI) refers to a sense of camaraderie felt by most people, especially recent immigrants, with others in their ethnic group or with people in other groups. Although research in marketing and public policy has identified EI across various ethnic groups, little consistency exists across studies regarding terminology or theoretical explanations of EI. People under the influence of EI interact with marketers and public policy makers in a triad. Furthermore, each member of this triad can cause (positive or negative) implications for the other two. Beginning from established theory, the authors show that there are at least 12 distinct EIs. Although prior studies have identified these EIs, the authors differentiate all 12 and, using current, accepted theory, show how and why each arises. Finally, using several real-world examples, they show not only how each EI affects people, marketers, and public policy makers but also, and perhaps more importantly, how people, marketers, and public policy makers interact with one another in a triad, under the common influence of EI.