Picture of UK Houses of Parliament

Leading national thinking on politics, government & public policy through Open Access research

Strathprints makes available scholarly Open Access content by researchers in the School of Government & Public Policy, based within the Faculty of Humanities & Social Sciences.

Research here is 1st in Scotland for research intensity and spans a wide range of domains. The Department of Politics demonstrates expertise in understanding parties, elections and public opinion, with additional emphases on political economy, institutions and international relations. This international angle is reflected in the European Policies Research Centre (EPRC) which conducts comparative research on public policy. Meanwhile, the Centre for Energy Policy provides independent expertise on energy, working across multidisciplinary groups to shape policy for a low carbon economy.

Explore the Open Access research of the School of Government & Public Policy. Or explore all of Strathclyde's Open Access research...

New directions in researching ethnicity in marketing and consumer behaviour : a wellbeing agenda

Jafari, Aliakbar and Visconti, Luca (2015) New directions in researching ethnicity in marketing and consumer behaviour : a wellbeing agenda. Marketing Theory, 15 (2). 265–270. ISSN 1470-5931

PDF (JafariViscontiMT2014-new-directions-in-researching-ethnicity-in-marketing)
Accepted Author Manuscript

Download (302kB)| Preview


    This special commentary section proposes new directions in researching the nexus of ethnicity and wellbeing under three themes of: (1) mobility and shifting identities in relation to place; (2) empowerment and identity performance in relation to the virtual space; and (3) religious conflicts in relation to markets and spaces of consumption. The three short essays in this collection are geared towards accelerating research on ethnicity in marketing and consumer behaviour. They problematize the very nature of ethnicity in relation to space and how ethnicity is performed in different spaces by looking at the issues of social relations, transformations, and conflict. They suggest potential areas of enquiry, particularly for new (Ph.D.) research projects, policy-focused research grant applications, conferences/seminars/workshops, and also classroom activities and teaching purposes.