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Marketing to Liminal Consumers: Migrant Workers as an Emerging Segment in Transitional Economies

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Marketing to Liminal Consumers: Migrant Workers as an Emerging Segment in Transitional Economies. / Chu, R.; Fowler, J.G.; Gentry, J.W. et al.
In: Journal of Macromarketing, Vol. 38, No. 4, 01.12.2018, p. 441-458.

Research output: Contribution to Journal/MagazineJournal articlepeer-review

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Chu R, Fowler JG, Gentry JW, Zhao X. Marketing to Liminal Consumers: Migrant Workers as an Emerging Segment in Transitional Economies. Journal of Macromarketing. 2018 Dec 1;38(4):441-458. Epub 2018 Oct 4. doi: 10.1177/0276146718802348

Author

Chu, R. ; Fowler, J.G. ; Gentry, J.W. et al. / Marketing to Liminal Consumers : Migrant Workers as an Emerging Segment in Transitional Economies. In: Journal of Macromarketing. 2018 ; Vol. 38, No. 4. pp. 441-458.

Bibtex

@article{315adbc3112741518830e80dd5540ff3,
title = "Marketing to Liminal Consumers: Migrant Workers as an Emerging Segment in Transitional Economies",
abstract = "Though most acculturation research investigates movement across national boundaries, many other types of boundaries may exist (e.g. rural to urban migration). Rural migrant workers focus on their adaptive and exploratory consumption practices to assemble a liquid identity in China. In essence, this research examines the nature of the transitions that the vast group of Chinese (over 280 million) endures as migrant workers seek to assemble new identities through consumption activities in a liminal space. We find that family relations and government policy hinder migrants{\textquoteright} adjustments to urban life. Thus, we contribute to macromarketing by enriching the theories of liquid identity, boundary work, and acculturation. ",
keywords = "acculturation, boundary work, liminality, migrant workers, rural-urban migration",
author = "R. Chu and J.G. Fowler and J.W. Gentry and X. Zhao",
year = "2018",
month = dec,
day = "1",
doi = "10.1177/0276146718802348",
language = "English",
volume = "38",
pages = "441--458",
journal = "Journal of Macromarketing",
issn = "0276-1467",
publisher = "SAGE PUBLICATIONS INC",
number = "4",

}

RIS

TY - JOUR

T1 - Marketing to Liminal Consumers

T2 - Migrant Workers as an Emerging Segment in Transitional Economies

AU - Chu, R.

AU - Fowler, J.G.

AU - Gentry, J.W.

AU - Zhao, X.

PY - 2018/12/1

Y1 - 2018/12/1

N2 - Though most acculturation research investigates movement across national boundaries, many other types of boundaries may exist (e.g. rural to urban migration). Rural migrant workers focus on their adaptive and exploratory consumption practices to assemble a liquid identity in China. In essence, this research examines the nature of the transitions that the vast group of Chinese (over 280 million) endures as migrant workers seek to assemble new identities through consumption activities in a liminal space. We find that family relations and government policy hinder migrants’ adjustments to urban life. Thus, we contribute to macromarketing by enriching the theories of liquid identity, boundary work, and acculturation.

AB - Though most acculturation research investigates movement across national boundaries, many other types of boundaries may exist (e.g. rural to urban migration). Rural migrant workers focus on their adaptive and exploratory consumption practices to assemble a liquid identity in China. In essence, this research examines the nature of the transitions that the vast group of Chinese (over 280 million) endures as migrant workers seek to assemble new identities through consumption activities in a liminal space. We find that family relations and government policy hinder migrants’ adjustments to urban life. Thus, we contribute to macromarketing by enriching the theories of liquid identity, boundary work, and acculturation.

KW - acculturation

KW - boundary work

KW - liminality

KW - migrant workers

KW - rural-urban migration

U2 - 10.1177/0276146718802348

DO - 10.1177/0276146718802348

M3 - Journal article

VL - 38

SP - 441

EP - 458

JO - Journal of Macromarketing

JF - Journal of Macromarketing

SN - 0276-1467

IS - 4

ER -