How the “invisible diaspora hand” moves brands and places

Abstract

Purpose This paper aims to discuss the notion of displacement, which refers on the one hand to the displacement faced by a diaspora and on the other hand to the diaspora’s hijacking of brands from their home country. Design/methodology/approach This is a conceptual paper supported by empirical evidence in the form of three case vignettes of brand hijacks by diasporas or reverse diasporas. Findings The three case vignettes show how the displacement does not only exist on the side of the brands; it is also found in the culture of the host country or the country of origin which is changed by the appropriation of the brand made by the (reverse) diaspora. Practical implications This paper argues why it is important for both consumer culture studies and brand culture research to pay more attention to the role of the “invisible diaspora hand.” Although sustained by some qualitative evidence, the paper is a theoretical construction that needs to be discussed and challenged. Originality/value This paper answers calls to go beyond space and place when it comes to market spatiality and to introduce other geographical concepts like diaspora.