Building brand community among ethnic diaspora in the USA: Strategic implications for marketers
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MICHAEL QUINN was a senior at Siena College when he collaborated on this research. He graduated with a BS in marketing and management and is currently the Emerging Markets Scholar in the MBA programme at Rensselaer Polytechnic Institute in Troy, NY. His research interest is in the area of ethnicity and marketing strategy. He plans to travel the world in order to gain a greater understanding of ethnicity at close quarters as he continues his research in this area for his graduate degree.
RAJ DEVASAGAYAM is Associate Professor of Marketing and Management at Siena College, Loudonville, NY. His research and teaching interests include marketing strategy, not-for-profit marketing, brand management, corporate social responsibility and interorganisational relationships.
Abstract This exploratory study modifies two theoretical scales from consumer behaviour and social psychology and tests their psychometric properties through empirical data obtained from a sample of customers in an ethnic diaspora. Upon validation, the relationship between brand community integration and the Suinn-Lew ethnicity scale is examined. Preliminary results indicate the scales to be relatively robust in their modification. The results of this study contribute by introducing a respected scale from social psychology to the marketing literature, validating an existing scale of brand community in the ethnic marketing context, and suggesting implications for future research with larger samples and scope. Findings of the study are of interest to US firms employing marketing strategies to reach ethnic minorities in the country. In addition, firms in other countries would find the results of the study to be of interest as they employ marketing strategies targeting the ethnic diaspora in the USA.
INTRODUCTION
Raj Devasagayam, PhD Associate Professor of Marketing and Management, Siena College, 113 Colbeth Hall, 515 Loudon Road, Loudonville, NY 12211, USA Tel: ⫹1 (518) 782 6863 Fax: ⫹1 (518) 782 6576 E-mail: [email protected]
It is often said that the USA is essentially a melting pot of race, culture and heritage from around the world. Along with each of these cultures came a unique lifestyle made up of a plethora of traditions, holidays and customs. This heritage and tradition exist as the small piece of ‘home’ that many immigrants have brought with them to the country. The feeling of connection between oneself and one’s cultural heritage can be referred to as one’s self-ethnicity. This study examines the relationship
between a customer’s level of selfethnicity and whether or not that person feels a sense of loyalty towards brands from their homeland. The findings provide interesting implications for marketing strategy directed specifically at ethnic diasporas in the USA. The focus is on the characteristics and needs of first, second and third generation Americans with heritage and cultures from the Indian subcontinent. This would include any relevant affinities to their homelands and home brands. The first aim of this study is to modify the brand communit
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