Cultural identity and branding: Insights from a multiple identities perspective in a globalised world

This thesis aims to better understand the influence of ethnic, national, and global cultural identities on ethnic, national and global brand behaviours from single and multiple cultural identities perspectives. The findings support assertions that consumers' cultural identities influence their brand behaviours, depending on the level of their identification with the cultural identities and the amalgamation of these identities. The findings also established the existence of anchoring cultural identity in multiple identities conditions. These key findings have implications for studying multiple cultural identities and brands' target markets.