Using Greimas' semiotics in ethnic consumer research

With a rapidly growing number of consumers experiencing migration around the world, the need for new research methodologies to understand ethnic consumption becomes more pressing for managers operating in global markets.

Using Greimas’ semiotics in ethnic consumer research

Virginie Silhouette-Dercourt

Sorbonne Paris Cité University, CEPN, Centre Marc Bloch

Christel de Lassus

Paris-Est University, IRG

Introduction

In a world of more than seven billion inhabitants, around one billion are currently experiencing mobility at an intra-national (75%) or international level (25%) (Wihtol de Wenden 2012, p. 10). Traditional ‘south’ to ‘north’ migration (63 million) is now accompanied by ‘south’ to ‘south’ migration (62 million), and the development of specific regional migration systems (for example, Europe as opposed to North America or southern Asia) is a defining feature of global 21st-century migration (Wihtol de Wenden 2012, p. 10). Migration...

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