Browsing Department of Management and Entrepreneurship by Author "Bebek, Gaye"

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Brokering Intercultural Relations in the Rainbow Nation: Introducing Intercultural Marketing

Vorster, Lizette; Kipnis, Eva; Bebek, Gaye; Catherine, Demangeot (Article)

This paper considers the role of marketing in building intercultural relations in superdiverse, post-colonial societies, using post-apartheid South Africa as a case study. Drawing on neo-institutional theory, we analyze ...
Turkish Consumers' Response to Westernised Ethical Consumption Culture: an Acculturation Theory Approach

Bebek, Gaye (Article)

We argue that marketing of Western consumption practices is practically imposing a different consumption culture upon consumers in non-Western or emerging markets. By using Berry’ (1980) acculturation framework, we ...