A quadripartite approach to analysing young British South Asian adults’ dual cultural identity

Bidit Lal Dey*, John M. T. Balmer, Ameet Pandit, Michael Saren, Ben Binsardi

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

11 Citations (Scopus)


Adopting an acculturation perspective, this article explicates the duality of young British South Asian adults’ cultural dispositions. In so doing, it examines the complex dialectic processes that influence their acculturation strategies. By using a maximum variation sampling method, respondents from six major cities in Great Britain were interviewed for this study. The findings show that young British South Asian adults exhibit attributes of both of their ancestral and host cultures. Their dual cultural identity is constituted due to four major reasons: consonances with ancestral culture, situational constraints, contextual requirements and conveniences. This quadripartite perspective informs a non-context-specific theoretical model of acculturation. Marketing managers seeking to serve this diaspora market (and others) can utilise this theoretical framework in order to more fully comprehend diaspora members’ religiosity, social, communal and familial bonding and other cultural dispositions and, moreover, their manifestations in their day-to-day lives.

Original languageEnglish
Pages (from-to)789-816
Number of pages28
JournalJournal of Marketing Management
Issue number9-10
Early online date19 May 2017
Publication statusPublished - 13 Jun 2017


  • Acculturation
  • British South Asians
  • consumer culture
  • diaspora

ASJC Scopus subject areas

  • Strategy and Management
  • Marketing


Dive into the research topics of 'A quadripartite approach to analysing young British South Asian adults’ dual cultural identity'. Together they form a unique fingerprint.

Cite this