Diaspora marketing: An analysis from acculturation

2017 Fiscal Year Final Research Report

• Project/Area Number: 15K17148
• Research Category: Grant-in-Aid for Young Scientists (B)
• Allocation Type: Multi-year Fund
• Research Field: Commerce
• Research Institution: Kochi University (2017); Kyushu University (2015-2016)
• Principal Investigator: Terasaki Shinichiro 高知大学, 教育研究部人文社会科学系人文社会科学部門, 講師 (70732452)
• Project Period (FY): 2015-04-01 – 2018-03-31
• Keywords: 文化変容 / グローバリゼーション / コスモポリタニズム / 消費 / グラウンデッド・セオリー・アプローチ / アイデンティティ

Outline of Final Research Achievements

First, cosmopolitanism related literature was widely reviewed to understand acculturation in marketing context. A series of review made the concept of cosmopolitanism robust as an analytical frame. Second, the process of consumer acculturation was clarified through qualitative research method, and the role of local identity within global identity was also discussed. Finally, the representation of cosmopolitanism was explored referring to the previous literature.

Free Research Field

商学