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

Chu, R. and Fowler, J.G. and Gentry, J.W. and Zhao, X. (2018) Marketing to Liminal Consumers:Migrant Workers as an Emerging Segment in Transitional Economies. Journal of Macromarketing, 38 (4). pp. 441-458. ISSN 0276-1467

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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’ adjustments to urban life. Thus, we contribute to macromarketing by enriching the theories of liquid identity, boundary work, and acculturation.

Item Type: Journal Article
Journal or Publication Title: Journal of Macromarketing
Uncontrolled Keywords: /dk/atira/pure/subjectarea/asjc/1400/1406
Subjects:
Departments: Lancaster University Management School > Marketing
ID Code: 129595
Deposited By: ep_importer_pure
Deposited On: 08 Nov 2019 15:45
Refereed?: Yes
Published?: Published
Last Modified: 23 Feb 2020 04:46
URI: https://eprints.lancs.ac.uk/id/eprint/129595

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