This research complements those rare studies done on the acculturation of HCNs by examining, for the first time, this process in the context of the exporting of professional services and on how it can lead to changes in the perception of the HCNs vis-à-vis the image of the supplier country.
The authors are grateful to two anonymous reviewers for their support and valuable suggestions.
Toffoli, R., Librowicz, M., Hajjem, A. and Telahigue, I. (2015), "Impact of Acculturation, Consumer Affinity, and Inverse COO Effect on a Supplier Country’s Image from Exporting Professional Services to a Host Country: A Conceptual Framework", International Marketing in the Fast Changing World (Advances in International Marketing, Vol. 26), Emerald Group Publishing Limited, Bingley, pp. 199-233. https://doi.org/10.1108/S1474-797920150000026010
Emerald Group Publishing Limited
Copyright © 2015 Emerald Group Publishing Limited