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Keywords: Cultural pluralism
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2011) 28 (7): 540–549.
Published: 01 November 2011
...David Fortin; Mark Uncles; K. Sankaran; Catherine Demangeot Purpose This paper aims to examine consumption behavior to understand how individuals become culturally plural consumers through exploratory research conducted in one of the world's most urban multi‐cultural environments, the UAE...
