Multicultural identity: developing comprehensive understanding of multicultural identity, its aspects and influence on business adaptability and sustainable brands

Book chapter

Jerez Jerez, M. 2021. Multicultural identity: developing comprehensive understanding of multicultural identity, its aspects and influence on business adaptability and sustainable brands. in: Foroudi, P. and Palazzo, M. (ed.) Sustainable Branding: Ethical, Social, and Environmental Cases and Perspectives London Routledge. pp. 257-273
Chapter titleMulticultural identity: developing comprehensive understanding of multicultural identity, its aspects and influence on business adaptability and sustainable brands
AuthorsJerez Jerez, M.
Abstract

This chapter aims to develop a comprehensive understanding of multicultural identity, its aspects (communication barriers, norms and roles, beliefs and values, stereotyping, ethnocentrism and globalisation) and its influence on business adaptability (multicultural communication and cultural intelligence) and sustainable brand. Practitioners and researchers have recognised the significance of multiculturalism, and noticed its connections to intergroup relations, mental health and academic and occupational success.

Page range257-273
Book titleSustainable Branding: Ethical, Social, and Environmental Cases and Perspectives
EditorsForoudi, P. and Palazzo, M.
PublisherRoutledge
Place of publicationLondon
ISBN
Hardcover9780367428815
Paperback9780367428822
Electronic9780367855703
Publication dates
Print29 Jan 2021
Online28 Jan 2021
Publication process dates
Deposited26 May 2020
SubmittedMay 2020
Accepted30 May 2020
Output statusPublished
Digital Object Identifier (DOI)https://doi.org/10.4324/9780367855703-17
LanguageEnglish
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