Perspectives on ethnicity, nationalism, and cultural identity / Janeen Arnold Costa, Gary J. Bamossy -- Ethnoconsumerism: a new paradigm to study cultural and cross-cultural consumer behavior / Alladi Venkatesh -- Marketing and the redefinition of ethnicity / Dominique Bouchet -- Consumer...

The concepts of cultural diversity and cultural identity are at the forefront of the political debate in many western societies. In Europe, the discussion is stimulated by the political pressures associated with immigration flows, which are increasing in many European countries. The imperatives...