Designing for Identity

What is it about?

The paper employs an innovative combination of visual methods and finds hybrid design applications for how (and when) brand managers and designers can better engage diasporic markets with their use of visual aesthetics in brand design.

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Why is it important?

While previous research mainly focused on how consumption from the ancestral homeland occurred, to the best of the authors’ knowledge, this study is the first to examine how hybrid design compositions that combine a diaspora’s ancestral homeland culture and their culture of living simultaneously and to varying degrees resonate with diasporic consumers.