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 sample 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 for 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.
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