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Journal of Marketing Management Volume 38, 2022 - Issue 7-8
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Research Article

Cultural camouflage: how consumers perform concealment practices and blending techniques to insulate cultural membership

Alexandra S. Romea Department of Marketing, ICN Business School, Nancy, FranceCorrespondence[email protected]
ORCID Iconhttps://orcid.org/0000-0003-4224-5711View further author information
ORCID Icon,
Jack S. Tillotsonb Department of Marketing and Communication, University of Vaasa, Vaasa, FinlandORCID Iconhttps://orcid.org/0000-0003-4848-0552View further author information
ORCID Icon &
Florian Mauricea Department of Marketing, ICN Business School, Nancy, FranceView further author information
Pages 605-632 | Received 23 Jun 2020, Accepted 01 Jun 2021, Published online: 29 Sep 2021

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Antonio Mileti, Luigi Piper, Cristian Rizzo, Gianluigi Guido, Alessandro M. Peluso, Maria Irene Prete & Salvatore Maggio. (2023) The pink bias: Consumption choices of pink-colored products. Journal of Global Fashion Marketing 14:2, pages 187-205.
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Matthew A. Hawkins, Anastasia Thyroff & Alexandra S. Rome. Consumer-activity identification: identifying antecedents and outcomes. Journal of Strategic Marketing 0:0, pages 1-16.
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Clifford Lewis, Michael Mehmet & Nina Reynolds. (2024) A Narrative Review of LGBTQ+ Marketing Scholarship. Australasian Marketing Journal.
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Rodolfo Rodrigues Rocha & Andres Rodriguez Veloso. (2024) Stigma in marketing and consumer research: A literature review and research agenda. Journal of Consumer Behaviour.
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Alison K. Osborne & Gill McGill. (2024) The Impact of the Historic Policy to Ban Homosexuality in the UK Armed Forces: The Lived Experience of LGBT + Veterans. Sexuality Research and Social Policy.
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Priya Bhardwaj & Arti D. Kalro. (2023) Consumer well‐being—A systematic literature review and research agenda using TCCM framework . International Journal of Consumer Studies 48:1.
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