Importance of the Ethnicity of First Generation Immigrants in Developing Marketing Strategies toServe Indian Diaspora in the USA

Abstract

This research study uses two theoretical scales from consumer
behavior and social psychology to explore the notion o f
ethnicity and arrive at strategic implications for marketers
targeting the Indian diaspora in the United States. Empirical
data was obtained from a sam ple o f customers in an ethnic
diaspora, a validation o f the relationship between brand
\ community integration scale and the Suinn-Lew ethnicity
scale performed. The results o f this study contribute in
introducing a respected scale in social psychology to the
marketing literature, validating an existing scale o f brand
community in the ethnic marketing context, and suggesting
implications fo r future research with larger samples and scope.
Findings o f the study are o f interest to Indian firm s utilizing
marketing strategies to reach ethnic minorities within the
country. In additions, firm s in other countries would find the
results o f the study to be o f interest as they employ marketing
strategies targeting the ethnic diaspora in the USA.