The bi cultural value system: Undertaking research amongst ethnic audiences

Marketing to ethnic communities is fraught with problems of understanding the cultural contexts and value systems of others.

The bicultural value system: Undertaking research among ethnic audiences

Yasmin Kaur Sekhon

Bournemouth Univerity

Isabelle Szmigin

University of Birmingham

Introduction

Marketing to ethnic communities is fraught with problems of understanding the cultural contexts and value systems of others (Nwankwo & Lindridge 1998; Carrie & Wei-Na 2005). Within Britain, this is exacerbated by the prevalence of a multicultural society that spans generations. There is an inevitability...

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