Brokering Intercultural Relations in the Rainbow Nation: Introducing Intercultural Marketing
Abstract
This paper considers the role of marketing in building intercultural relations in superdiverse, post-colonial societies, using post-apartheid South Africa as a case study. Drawing on neo-institutional theory, we analyze South African advertising campaigns to determine how marketing brokers intercultural relations by legitimizing social meanings conveyed through nation-building ideologies and consumers’ lived experiences. We examine whether...
Paper Details
Title
Brokering Intercultural Relations in the Rainbow Nation: Introducing Intercultural Marketing
Published Date
Sep 10, 2019
Journal
Volume
40
Issue
1
Pages
51 - 72
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