Title: Standardization or adaptation? Ethnic marketing strategies through the eyes of practitioners and consumers in Flanders
Authors: Koeman, Joyce ×
Stesmans, Andrea
Jaubin, Kirsten #
Issue Date: Jun-2010
Publisher: Mouton de Gruyter
Series Title: Communications: the European Journal of Communication Research vol:35 issue:2 pages:165-185
Abstract: Considering the growing interest of marketers to communicate with ethnic minority groups in an increasingly more diverse society and the limited empirical work on ethnic minorities as consumers, this study aims to explore the way in which ethnic marketing practices are perceived by both practitioners and ethnic minority consumers in Flanders. By means of structured in-depth interviews the opportunities and limitations of ethnic marketing in a small, though multi-ethnic, society are evaluated. On the
one hand, the study shows that young adults with ethnic origins feel particularly positive about their recognition and inclusion as a ‘new’ target group in the market. On the other, both practitioners and ethnic minority consumers articulate their reservations about the economic benefits, the social impact and desirability of adjustments in advertising messages in order to target ethnic minority consumers.
ISSN: 0341-2059
Publication status: published
KU Leuven publication type: IT
Appears in Collections:Institute for Media Studies
× corresponding author
# (joint) last author

Files in This Item:

There are no files associated with this item.

Request a copy


All items in Lirias are protected by copyright, with all rights reserved.

© Web of science