Postcolonial Marketing: A Systematic Review and Research Agenda

Jonatan Sodergren; Arindam Das

Postcolonial Marketing: A Systematic Review and Research Agenda

Jonatan Sodergren
, Arindam Das

Research output: Contribution to conference › Conference Paper › peer-review

Abstract

The present paper reviews previous literature on postcolonialism in consumer research. We thus provide a historical overview and identify seven recurring themes (consumption in developing countries; cross-cultural inquiry; ethnic consumer identity; globalization; imported consumer goods; resistance to Westernization; subalternity and racial oppression) before concluding with an agenda for future research.

Original language	English
Publication status	Published - 29 Jul 2024

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title = "Postcolonial Marketing: A Systematic Review and Research Agenda",

abstract = "The present paper reviews previous literature on postcolonialism in consumer research. We thus provide a historical overview and identify seven recurring themes (consumption in developing countries; cross-cultural inquiry; ethnic consumer identity; globalization; imported consumer goods; resistance to Westernization; subalternity and racial oppression) before concluding with an agenda for future research.",

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AU - Das, Arindam

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N2 - The present paper reviews previous literature on postcolonialism in consumer research. We thus provide a historical overview and identify seven recurring themes (consumption in developing countries; cross-cultural inquiry; ethnic consumer identity; globalization; imported consumer goods; resistance to Westernization; subalternity and racial oppression) before concluding with an agenda for future research.

AB - The present paper reviews previous literature on postcolonialism in consumer research. We thus provide a historical overview and identify seven recurring themes (consumption in developing countries; cross-cultural inquiry; ethnic consumer identity; globalization; imported consumer goods; resistance to Westernization; subalternity and racial oppression) before concluding with an agenda for future research.

M3 - Conference Paper

ER -

Postcolonial Marketing: A Systematic Review and Research Agenda

Abstract

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