Multicultural identity: developing comprehensive understanding of multicultural identity, its aspects and influence on business adaptability and sustainable brands

Jerez-Jerez, M. J. (2021) Multicultural identity: developing comprehensive understanding of multicultural identity, its aspects and influence on business adaptability and sustainable brands. In: Sustainable Branding: Ethical, Social, and Environmental Cases and Perspectives. Foroudi, Pantea ORCID: https://orcid.org/0000-0003-4000-7023 and Palazzo, Maria, eds. Routledge, London, pp. 257-273. ISBN 9780367428815, pbk-ISBN 9780367428822, e-ISBN 9780367855703. [Book Section] (doi:10.4324/9780367855703-17)

Abstract

This chapter aims to develop a comprehensive understanding of multicultural identity, its aspects (communication barriers, norms and roles, beliefs and values, stereotyping, ethnocentrism and globalisation) and its influence on business adaptability (multicultural communication and cultural intelligence) and sustainable brand. Practitioners and researchers have recognised the significance of multiculturalism, and noticed its connections to intergroup relations, mental health and academic and occupational success.

Item Type: Book Section
Research Areas: A. > Business School > Marketing, Branding and Tourism
Item ID: 30260
Useful Links:
Depositing User: Maria Jerez Jerez
Date Deposited: 26 May 2020 14:29
Last Modified: 12 Aug 2021 10:34
URI: https://eprints.mdx.ac.uk/id/eprint/30260

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