Brand personification and symbolic consumption among ethnic minority teenage consumers: An empirical study

A plethora of evidence suggests that developed societies such as the United Kingdom are becoming increasingly multicultural by the day. Hence, the diversity of consumption in these societies becomes gradually evident in the form of residents’ age, gender, income and ethnicity. Accordingly, this article explores the brand personification and symbolic consumption in respect of London-based Black African teenage consumers. The study is rooted in the interpretive research paradigm with 36 in-depth interviews conducted with the target respondents. The study shows the interactions of personal, social, cultural, psychological and commercial factors in how these young ethnic minority consumers make their consumption decisions, define and manage their various ‘selves’ in the postmodern society. It specifically highlights that they use symbolic consumption to address their need for acceptance in the society. It updates the extant ethnic minority studies and enriches the current understanding about symbolic consumption and brand personification especially with a focus on a specific segment of the society. The managerial implications of the study are highlighted in the article.

Minority-related activities in the United Nations System in 2013

This is a pre-copyedited, author-produced PDF of a chapter accepted for publication in the European Centre for Minority Issues and The European Academy Bozen/Bolzano (eds), European Yearbook of Minority Issues, Volume 12, 2013 (Brill, 2015). The version of record is available at: http://www.brill.com/publications/european-yearbook-minority-issues In reviewing the activities of relevant UN human rights institutions, bodies and mechanisms this chapter identifies and examines some of the main issues that have emerged regarding minority rights during the year 2013. It notably analyses how the UN has focused particular attention on the situation and the rights of religious minorities, as well as on the elaboration of the post-2015 development agenda. The chapter also reviews activities in other issue areas important for minorities such as language, education, combatting racism, hatred and intolerance, and the prevention of genocide and mass atrocities. It highlights developments with regard to specific groups such as Roma, people living with Albinism and Dalits. It also examines some of the urgent situations that have arisen from conflicts which have targeted minorities across the globe.