Funded Phd Research

Esther Uduehi

Losing or Gaining Authenticity? Impact of Cultural Diversity on Consumption

Marketing Department; Faculty Adviser: Americus Reed

Within the current retail landscape, there is an increased emphasis on cultural diversity in the branding of products. We aim to help retailers understand how cultural diversity in their marketing schemes impacts perceptions of their brands. On both sides, mainstream, as well as niche brands, fear that authenticity will be lost by targeting a wider consumer base. If retailers can understand when cultural diversity is an asset versus a hindrance to consumer interest in their brand, they can potentially increase their consumer base and become more inclusive at the same time. Through exploring how the primary focus of the brand impacts perceptions of cultural diversity, we hope to provide insight into when and how retailers should authentically integrate cultural diversity in their brand marketing.