Abstract
This study examines the consumer multiculturation of Mexican immigrants in the context of their food consumption practices in the UK multicultural marketplace. Adopting a qualitative methodology involving interviews and participant observation allows participants to share their responses to global consumer culture constructions that equate Tex-Mex with ‘authentic’ Mexican food culture. Focusing on situated, dynamic interactions among multiple cultural elements – consumers, brands, marketing ideology - within multicultural marketplaces our research contributes to the theoretical development of consumer multiculturation by: (1) broadening the concept to embrace the intercultural dynamics of production (specifically crafting); (2) conceptualising creolisation cooking practices as a contextually contingent creative, productive and tangible means through which immigrant consumers exercise agency during consumer multiculturation; and (3) identifying clarifying practices that translate immigrant consumers’ home food culture for others, simultaneously problematising the cultural meanings of globalised foreign/ethnic food brands. We conclude the paper by discussing the implications for cultural branding strategy.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.