This paper reframes the dominant marketing conceptualization of religion as a driver of consumer differences toward religion as a field of transcultural practices within multicultural marketplaces. Through depth interviews with 24 consumers from multiple religious backgrounds and multiple...

Dedicated to a confluence of issues of our times, `Cross-culture, Multiculturalism, and Migration,’ this volume addresses a necessary and very current desire of our society regarding the need for people to prove their lifestyle, culture and religious traditions to others, in while facing the...