@inbook{10fb3bd499034a7aa8aa3a514ac53337,
title = "The empty signifier in ethnic identity negotiation: a constructionist view of identity",
abstract = "This chapter challenges the ethnic identity understanding as a homogenic construct that group members share based on their position in the acculturation process. The authors claim this understanding is based on a false notion of individual identity. Taking a cue from Hall and Laclau and Mouffe, the authors claim that ethnic identity is not a reflection of a fixed, natural state of being, but a process of becoming. Therefore, drawing on components of identity as a means of market segmentation, beyond the level of the individual consumer within a given the moment, becomes a redundant exercise. To illustrate the argument, they share with the reader research with a second-generation British-South Asian and describe their identity negotiation and self-perception. They make a call to marketers to avoid the reliance on fixed concepts of identity and shift their focus to strategies that accommodate more complex and fluid understandings of identity construction.",
author = "Dachs, \{Ofer Dekel\} and Kathy-Ann Fletcher",
note = "Publisher Copyright: {\textcopyright} 2022, IGI Global.",
year = "2022",
month = may,
day = "20",
doi = "10.4018/978-1-6684-3590-8.ch003",
language = "English",
isbn = "9781668435908",
series = "Advances in marketing, Customer Relationship Management, and E-Services ( AMCRMES) Book Series",
publisher = "IGI Global ",
pages = "37--60",
editor = "Ayantunji Gbadamosi",
booktitle = "Critical perspectives on diversity, equity and inclusion in marketing",
address = "United States",
}