Abstract
This paper argues that a self-report model that specifically incorporates the cultural pluralism be adopted. It also presents empirical evidence from Muslim immigrants to the United States that some immigrants do maintain both U.S. and ethnic identities. Moreover, for some, their religious identity may actually replace ethnic or U.S. identity.
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© 2015 Academy of Marketing Science
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Alexander, M.L. (2015). Taking a Culturally Pluralistic Approach to Measuring Ethnic Identity. In: Choudhury, P. (eds) Proceedings of the 1996 Multicultural Marketing Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17395-5_43
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DOI: https://doi.org/10.1007/978-3-319-17395-5_43
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17394-8
Online ISBN: 978-3-319-17395-5
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