Abstract
AbstractThis study explores the role of social identities in consumer‐brand relationship through the case study of the first hijab‐wearing Barbie doll in the United States. Through a qualitative analysis of people's response to the announcement of the new Barbie doll on Twitter, the study reveals how ethnic‐identity based products influence consumers relationship with an iconic brand. Ethnic‐based products help in social identification and facilitate some consumers desire to buy the product however, they also elicit negative emotions, racism, and animosity in other group of consumers resulting in weakening of their ties with a once favored brand. Theoretical and managerial implications for multicultural marketing are discussed.
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