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Article
Publication date: 12 June 2019

Bidit Lal Dey, Sharifah Alwi, Fred Yamoah, Stephanie Agyepongmaa Agyepong, Hatice Kizgin and Meera Sarma

While it is essential to further research the growing diversity in western metropolitan cities, little is currently known about how the members of various ethnic…

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4709

Abstract

Purpose

While it is essential to further research the growing diversity in western metropolitan cities, little is currently known about how the members of various ethnic communities acculturate to multicultural societies. The purpose of this paper is to explore immigrants’ cosmopolitanism and acculturation strategies through an analysis of the food consumption behaviour of ethnic consumers in multicultural London.

Design/methodology/approach

The study was set within the socio-cultural context of London. A number of qualitative methods such as in-depth interviews, observation and photographs were used to assess consumersacculturation strategies in a multicultural environment and how that is influenced by consumer cosmopolitanism.

Findings

Ethnic consumers’ food consumption behaviour reflects their acculturation strategies, which can be classified into four groups: rebellion, rarefaction, resonance and refrainment. This classification demonstrates ethnic consumers’ multi-directional acculturation strategies, which are also determined by their level of cosmopolitanism.

Research limitations/implications

The taxonomy presented in this paper advances current acculturation scholarship by suggesting a multi-directional model for acculturation strategies as opposed to the existing uni-directional and bi-directional perspectives and explicates the role of consumer cosmopolitanism in consumer acculturation. The paper did not engage host communities and there is hence a need for future research on how and to what extent host communities are acculturated to the multicultural environment.

Practical implications

The findings have direct implications for the choice of standardisation vs adaptation as a marketing strategy within multicultural cities. Whilst the rebellion group are more likely to respond to standardisation, increasing adaptation of goods and service can ideally target members of the resistance and resonance groups and more fusion products should be exclusively earmarked for the resonance group.

Originality/value

The paper makes original contribution by introducing a multi-directional perspective to acculturation by delineating four-group taxonomy (rebellion, rarefaction, resonance and refrainment). This paper also presents a dynamic model that captures how consumer cosmopolitanism impinges upon the process and outcome of multi-directional acculturation strategies.

Details

International Marketing Review, vol. 36 no. 5
Type: Research Article
ISSN: 0265-1335

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Article
Publication date: 1 March 2005

Ramya Rajagopalan and Jeanne Heitmeyer

The purpose of this study is to explain the level of involvement of Asian‐Indian consumers residing in the US when purchasing Indian ethnic apparel and contemporary…

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4469

Abstract

Purpose

The purpose of this study is to explain the level of involvement of Asian‐Indian consumers residing in the US when purchasing Indian ethnic apparel and contemporary American clothing at different levels of acculturation.

Design/methodology/approach

Data were gathered by a questionnaire administered to 254 Asian‐Indian consumers from the southeastern United States.

Findings

Low levels of acculturation among Asian‐Indians did result in a higher level of involvement in Indian ethnic apparel. Consumers who were moderately acculturated to western culture were less involved in Indian ethnic apparel but became increasingly involved as they became more acculturated to the US culture. In conclusion, Asian‐Indians, who were new to the US, may try to identify with the new culture leading to a decline in involvement with Indian ethnic apparel. As these consumers became more comfortable in their new environment they may have felt a need to connect with their original culture, and this could have led to a renewed interest in Indian ethnic apparel.

Originality/value

This study fulfills a need for literature on how ethnic groups residing in a foreign land view products indigenous to their original culture across the stages of acculturation. Understanding consumer interests of targeted market segments and their impact on the overall population may benefit fashion marketers.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 9 no. 1
Type: Research Article
ISSN: 1361-2026

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Article
Publication date: 2 September 2014

Sigal Segev, Ayalla Ruvio, Aviv Shoham and Dalia Velan

The purpose of this paper is to examine the effect of acculturation on immigrant consumers’ loyalty. The authors posit that the acculturation orientation of immigrants…

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1724

Abstract

Purpose

The purpose of this paper is to examine the effect of acculturation on immigrant consumers’ loyalty. The authors posit that the acculturation orientation of immigrants determines their consumer loyalty to both ethnic and mainstream brands and stores.

Design/methodology/approach

Using a sample of Hispanic consumers in the USA and consumers from the former Soviet Union in Israel, this study tests a model in which two acculturation continua, original culture maintenance and host culture adaptation, serve as antecedents for immigrants’ consumer loyalty.

Findings

Acculturation determines the extent of immigrants’ consumer loyalty. Both acculturation continua are associated with distinct loyalty patterns that are similar across the two immigrant groups.

Research limitations/implications

Despite sampling limitations, the paper demonstrates that immigrants’ acculturation orientation influences their loyalty to ethnic and mainstream brands and stores. Shared by ethnic consumers in two culturally diverse markets, this relationship transcends geographic boundaries.

Practical implications

The results provide insights for marketers with respect to the development of segmentation and positioning strategies and tactical implementations that address the preferences of ethnic consumers.

Social implications

This paper highlights the importance of understanding the unique needs of ethnic consumers and addressing them. Successful integration of immigrant consumers into the marketplace can also help in their integration into the host society at large.

Originality/value

Findings shed light on the commonalities and differences among immigrant groups in different national settings. The paper highlights the role of cultural transition as a key experience that affects immigrants regardless of specific environmental or situational circumstances.

Details

European Journal of Marketing, vol. 48 no. 9/10
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 6 January 2012

Nitin Gupta

This paper seeks to explore whether predisposition towards foreign brands and consumer acculturation would differ across demographic segments in an emerging market…

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3437

Abstract

Purpose

This paper seeks to explore whether predisposition towards foreign brands and consumer acculturation would differ across demographic segments in an emerging market (India). Further, the paper aims to investigate if predisposition towards foreign brands (acting as a proxy for forces of globalization) would lead to consumer acculturation among consumers in India.

Design/methodology/approach

Instruments to measure predisposition towards foreign brands and consumer acculturation were developed on the basis of extensive literature review. The data comprised of urban, educated, middle‐class Indian consumers. The data were collected using structured questionnaire. ANOVA and T‐test results were used to determine if extent of predisposition towards foreign brands and consumer acculturation would differ across demographic segments. Multiple regression analysis was used to test the impact of predisposition towards foreign brands on consumer acculturation.

Findings

The findings indicate that significant difference exists among various demographic segments with respect to predisposition towards foreign brands and consumer acculturation. Also, predisposition towards foreign brands does impact consumer acculturation among Indian consumers. Various demographic factors such as age, income and educational qualification level significantly affect this causal relationship.

Practical implications

This paper provides interesting insights about the buying behavior of Indian consumers. These insights would enable corporate managers to develop more focused strategies catering to the Indian consumers.

Originality/value

The paper empirically demonstrates that Indian consumers, when segregated into various demographic segments, do show significant differences in their predisposition towards foreign brands and consumer acculturation. It also ascertains that predisposition towards foreign brands does lead to consumer acculturation.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 24 no. 1
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 1 August 2006

Jeffrey Steven Podoshen

The intent of this article is to explore if there is a difference between American Jewish consumers and American non‐Jewish consumers in the use of word of mouth and brand…

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7069

Abstract

Purpose

The intent of this article is to explore if there is a difference between American Jewish consumers and American non‐Jewish consumers in the use of word of mouth and brand loyalty in response to the purchase of durable goods (automobiles). Additionally, this article aims to explore if there is a difference in the use of word of mouth and brand loyalty among American Jews with differing levels of acculturation.

Design/methodology/approach

This article utilizes survey data obtained from over 400 respondents with analysis performed using regression and chi‐squared analysis.

Findings

This study shows no significant difference in brand loyalty and word of mouth between all American Jews and American non‐Jews, however, a significant difference between highly acculturated American Jews and low‐acculturated American Jews was found.

Practical implications

The article helps firms plan their marketing strategy in terms of how they will utilize word of mouth where American Jewish consumers comprise a significant part of the target market. Additionally, this research helps firms understand the context of brand loyalty in terms of looking at ethnic groups.

Originality/value

Little research on Jewish consumer acculturation has been published in the last 25 years. The spending power of the American Jewish consumer is significantly larger than that of the rest of the American population, which makes the study of this group particularly valuable.

Details

Journal of Consumer Marketing, vol. 23 no. 5
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 2 August 2011

Nizar Souiden and Riadh Ladhari

The objectives of this study are: to gain a better understanding of the modes of acculturation of West African immigrants in Canada; to relate these modes of acculturation

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1384

Abstract

Purpose

The objectives of this study are: to gain a better understanding of the modes of acculturation of West African immigrants in Canada; to relate these modes of acculturation to consumers' perceived likelihood of successful complaint and complaining behavior; and to compare consumers' complaint attitudes and behavior in their home countries (i.e. original countries) and the host country (Canada).

Design/methodology/approach

An empirical study is conducted among a sample of 218 immigrants from several West African countries now living in Canada. ANOVA and paired samples t‐tests were used to test the research hypotheses.

Findings

The results show that the majority of the surveyed West African immigrants fall into one of two acculturation groups: integrated or separated. Although there are no significant differences between these two groups in terms of their perception that a consumer complaint is more likely to be successful in Canada than in their home countries, there are significant differences in their complaining behaviors in Canada and at home.

Research limitations/implications

Marketers should be aware that not all immigrants are the same and that market segmentation based on the degree of immigrants' acculturation might lead to a sound marketing strategy.

Practical implications

Caution should be exercised in generalizing the research results to the entire population of West African immigrants in Canada.

Originality/value

Most previous studies of the consumption behavior of immigrants have examined their perceptions and behavior mainly in the context of the host country, while overlooking their perceptions and behavior in their home countries. The present study has addressed this gap in the literature by investigating the perceptions and behavior of West African immigrants to Canada in both contexts.

Details

Journal of Consumer Marketing, vol. 28 no. 5
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 14 September 2017

Laurence Bundy

The purpose of this paper is to outline how the food acculturation of British expatriates in Toulouse (France) translates into their shopping behaviours. Having…

Abstract

Purpose

The purpose of this paper is to outline how the food acculturation of British expatriates in Toulouse (France) translates into their shopping behaviours. Having established this population’s specific food acculturation outcomes, mechanisms and motivations, it then studies their buying behaviours and shopping experiences.

Design/methodology/approach

This qualitative research is based on 70 semi-directive interviews of British expatriates in Toulouse. Specific emphasis was placed on facilitating respondents’ expression and analysing the wealth of their answers. The transcribed interviews were thus manually analysed.

Findings

This food acculturation process proves simpler than what seminal papers outlined, i.e. fewer acculturation outcomes, but also more complex: respondents show intertwined outcomes. The marketing channels and store formats respondents privilege in their food provisioning show discrepancies with French buyers’, and the retailers’ mix variables they particularly react to are identified, leading to managerial implications. Overall, both acculturated consumption and shopping practices display fluid behaviours.

Research limitations/implications

This paper investigates a specific situation. Research on other populations or circumstances should confirm its results, especially migrants’ acceptance and satisfaction with local marketing channels and store formats.

Practical implications

Local retailers should address the shopping expectations of this affluent target through minor alterations to their operations without antagonising the locals.

Originality/value

This paper’s main contribution is to extend consumer acculturation literature in two dimensions. First, by studying wealthier migrants escaping “dominated acculturation”, the paper outlines respondents’ “embraced acculturation”. Then, by extending its scope beyond consumption, to shopping experience and store selection, it bridges the gap between consumer acculturation and retailing literatures.

Details

International Journal of Retail & Distribution Management, vol. 45 no. 10
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 19 December 2019

Jeff Jianfeng Wang, Annamma Joy, Russell Belk and John F. Sherry, Jr

The purpose of this paper is to examine local consumersacculturation process as they observe, encounter and shop with an influx of outsiders.

Abstract

Purpose

The purpose of this paper is to examine local consumersacculturation process as they observe, encounter and shop with an influx of outsiders.

Design/methodology/approach

The multi-year qualitative study (involving in-depth interviews and netnography) investigates Hongkongers’ adaptation to encounters with Mainland Chinese shoppers in Hong Kong.

Findings

The authors focus on the world of luxury brand consumption, which plays a key role in signaling a newfound status for Mainlanders, and a change in identity construction for Hongkongers. Hongkongers’ acculturation process in response to large numbers of Mainland luxury shoppers includes emotional responses, behavioral adaptation and identity negotiation.

Research limitations/implications

This research has theoretical implications for consumer acculturation theory.

Practical implications

This research has managerial implications for consumers’ luxury consumption experiences.

Originality/value

First, the authors extend the consumer acculturation literature by focusing on the adaptation of locals to visitors. Unlike other acculturation studies that focus on poorer immigrants from less industrial countries to a wealthy nation, the study focuses on local perspectives of elite Hong Kong consumers about Mainland Chinese visitors who are economically well-off but lack cultural capital. Second, emotions are found to be an important component of acculturation and their causes and consequences are analyzed.

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Article
Publication date: 10 July 2017

Kathryn Simons Davis, Mayoor Mohan and Steven W. Rayburn

This paper aims to develop an understanding of key variables for designing and marketing healthcare services for immigrant consumers – widely considered a vulnerable…

Abstract

Purpose

This paper aims to develop an understanding of key variables for designing and marketing healthcare services for immigrant consumers – widely considered a vulnerable consumer group.

Design/methodology/approach

Data collected from 277 participants was analyzed using ANOVA models and mean score comparisons.

Findings

Differences based on immigrant status and acculturation level are identified. Differences between immigrant acculturation levels based on service quality dimensions are also revealed.

Research implications

This research indicates that acculturation-based studies are insightful and finds that immigrants’ service responses do not mirror those of native respondents in healthcare services.

Practical and social implications

This research highlights key nuances within immigrant populations that hold significant implications for service providers. Culturally appropriate service design and marketing can enhance service utilization by the target population.

Originality/value

This study focuses on the healthcare service experiences of immigrant populations and application of this information to service design.

Details

Journal of Services Marketing, vol. 31 no. 4/5
Type: Research Article
ISSN: 0887-6045

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Article
Publication date: 12 March 2021

Magnum Man Lok Lam, Eric Ping Hung Li and Wing-Sun Liu

The purpose of the present study is to examine how local consumers disassociate themselves from migrants' acculturative practices and negotiate their identity through the…

Abstract

Purpose

The purpose of the present study is to examine how local consumers disassociate themselves from migrants' acculturative practices and negotiate their identity through the symbolic consumption of fashion.

Design/methodology/approach

Data for this interpretive study were obtained via phenomenological interviews with locally-born Chinese youth in Guangzhou, China, to examine their acculturative consumption practices as well as their subjective experiences of perceived threats to their lifestyle imposed by the influx of outsiders. Snowballing and purposive sampling methods were adopted in recruiting the research participants.

Findings

Data analyses revealed that local consumers adopt three dissociative strategies (stigmatization, avoidance and self-assertion) in order to ascribe meanings to their fashion consumption practices as a means of resolving identity conflicts and differentiate themselves from the migrant consumers.

Research limitations/implications

This research offers a single perspective (i.e. that of local-born young consumers residing in Guangzhou) on the locals' attitudes aimed at distinguishing and negotiating their identities in an intercultural setting via specific fashion-clothing choices. This research has theoretical implications for the consumer acculturation theory and identity negotiation.

Practical implications

Findings yielded by the present study have important implications for commercial companies focusing on fashion consumption, in particular for marketing practices aimed at rural-urban identification and youth market segmentation.

Social implications

This study contributes to the existing discussion on consumer acculturation by offering an intracultural perspective to the understanding of local consumers' responses to migrants' acculturation. It also provides managerial insights for fashion retailers, prompting them to rethink their market segmentation strategies to address population mobility in the marketplace and better understand how it alters the in-between social relationships that result in different consumption patterns and practices.

Originality/value

This study contributes to the existing discussion on youth consumer acculturation theories by offering an intercultural perspective to the understanding of local consumers' responses to migrants' acculturation attempts. It also offers managerial insights for fashion retailers, prompting them to rethink their market segmentation strategies to address population mobility and better understand how it alters the social relationships that result in different consumption patterns and practices.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 25 no. 4
Type: Research Article
ISSN: 1361-2026

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