To read the full version of this content please select one of the options below:

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

ISBN: 978-1-78560-233-7, eISBN: 978-1-78560-232-0

ISSN: 1474-7979

Publication date: 24 October 2015

Abstract

Originality/value

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.

Keywords

Acknowledgements

Acknowledgments

The authors are grateful to two anonymous reviewers for their support and valuable suggestions.

Citation

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

Publisher

:

Emerald Group Publishing Limited

Copyright © 2015 Emerald Group Publishing Limited