3Acculturation, the Minority Ethnic Group and Ethnic Consumer Behaviour

The previous chapters sought to ascertain the underlying foundations of ethnic marketing, and to some extent to ethnic entrepreneurship, reaching a suitable conceptualization that can be used to assess the requirements for ethnic marketing and its potential effectiveness. Two critical concepts were identified in Chapter 2: the ethnic group and ethnic identity. The two concepts are closely interlinked with the strength of ethnic identity of individual group members, and that strength may influence the coherence and importance of the group to its individual members, as well as these members’ dependence on the group, including that of associated ethnic minority businesses.

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