Blending at Grassroots to Raise Self-esteem: The Face of Ethnic Brands

Abstract
The brand identity of ethnic brands is reinforced through cocreation by engaging stakeholders and customers in the process of brand building, which enables the brand presentation to enhance me-too feeling and the self-esteem of the consumers of upstream markets. This study contributes to explaining the significance of ethnic brand identity by theorizing the identity construction that involves the process of brand building and brand presentation. It also emphasizes the luxury brand-marketing approach in Mexico within the ethnic products segment, analyzing the social and cognitive reasoning among consumers for ethnic brands. Measuring the effects of social media and collective intelligence on consumption of ethnic brands has also been central to the objectives of the study. Consequently, this study makes an important contribution to the existing literature on ethnic consumer behavior and targeted marketing strategies.