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Designing cultural products for Asian–American consumers: A conceptual framework
Journal of Cultural Marketing Strategy,
2
(1),
51-58
(2016)
Abstract
Asian–Americans are the fastest growing ethnic segment in the USA and have the strongest purchasing power among all cultural segments. Consequently, many companies have turned their marketing efforts towards the emergent Asian–American market. However, most product managers lack understanding of the cultural intricacies within this ethnic segment, which can lead to missed opportunities and product failures. This paper develops a conceptual framework to capture some of the heterogeneity within the Asian–American market and offer guidelines on how to effectively design cultural products that resonate with different Asian–American consumers. Specifically, the authors categorise Asian-American consumers based on their acculturation level (low acculturation, bicultural identification and high acculturation) and show how consumers with different acculturation levels may vary in their response to localised or de-ethnicised product strategies.
Keywords: cultural products; Asian–American consumers; acculturation; localisation strategy; de-ethnicisation strategy
The full article is available to subscribers to the journal.
Author's Biography
Yuna Kim is assistant professor of marketing at California State University, Fullerton’s Mihaylo College of Business and Economics. She received her PhD from Indiana University, Bloomington, and focuses on new product development, branding and social media in her research. She has presented at various national conferences, and her work has been published in journals such as Marketing Letters and Industrial Management.
Steven Chen is associate professor of marketing at California State University, Fullerton’s Mihaylo College of Business and Economics. His principal research interest is design management and new product development. Steven’s research has been published in scholarly journals such as the Journal of Product Innovation Management, the Journal of Business Research and the Journal of Marketing Management.
