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With the emergence of COVID-19 and increased infections, organizations urged their employees to work from home. Furthermore, with the on-going pandemic, employees take measures to ensure individual safety and their families. Hence, work from home culture can result in long-term employee satisfaction. However, no study addresses the development of work from the home culture in an integrated framework. Therefore, the current research explores the role of safety during the pandemic, organizational commitment and employee motivation on work from home culture, which may influence employee satisfaction. Furthermore, job demands and home demands were also evaluated for employee satisfaction.

The study used existing scales of the factors to develop the measures and collect perceptual responses from employees working from home, supported with a pre-test. The study executed a survey with effective responses from 132 individuals spread across different sectors to validate the hypotheses. The responses were analysed using partial least squares in ADANCO 2.2.

Findings suggest safety concerns along with organization commitment enhances work from home culture. Such work from home culture enhances employee motivation and employee satisfaction. Furthermore, job demands and home demands also influence employee satisfaction.

To the best of the authors knowledge, the study is the foremost to develop an integrated empirical framework for work from home culture and its antecedents and consequences. The study has several important implications for managers.

The consumer acculturation literature argues that reconstituting familiar embodied practices from the culture of origin leads to a comforting sense of home for consumers who move from one cultural context to another. This paper aims to extend this thesis by examining further dimensions in migrant consumers’ experiences of home culture consumption.

This paper analyses data gathered through multi-modal depth interviews with Southeast Asian skilled migrants in New Zealand through the conceptual lens of embodiment.

Building on Dion et al.’s (2011) framework of ethnic embodiment, the analysis uncovers home culture consumption as multi-layered experiences of anchoring, de-stabilisation and estrangement, characterised by convergence and divergence between the embodied dimensions of being-in-the-world, being-in-the-world with others and remembering being-in-the-world.

This paper underscores home culture consumption in migration as an ambivalent embodied experience. Further research should investigate how other types of acculturating consumers experience and negotiate the changing meanings of home.

Marketers in migrant-receiving and migrant-sending cultural contexts should be sensitised to disjunctures in migrants’ embodied experience of consuming home and their role in heightening or mitigating these disjunctures.

This paper helps contribute to consumer acculturation theory in two ways. First, the authors show how migrants experience not only comfort and connection but also displacement, in practices of home culture consumption. Second, the authors show how migrant communities do not only encourage cultural maintenance and gatekeeping but also contribute to cultural identity de-stabilisation.

Older adults living in nursing homes may become vulnerable because of errors or incidents; it is necessary to create a positive safety culture to minimise such occurrences. However, safety culture is still a prevailing issue in Indonesian nursing homes. This study aims to examine factors related to resident safety culture in nursing homes located in Indonesia.

This study used a cross-sectional research design and involved 13 nursing homes in East Java province, Indonesia. Multistage cluster samplings were used to determine the respondents of this study. The respondents included 219 employees: managers, health care, supportive and administrative staff. The Indonesian version of the Safety Attitudes Questionnaire was used to measure safety culture.

Most of the respondents (68.5%) had a positive perspective on the nursing home’s safety culture. Staffs who had worked for six to ten years in the nursing home were 17.07 times more likely to have positive perspective on safety culture with a p-value of 0.0002. Respondents who gave direct care also had a positive perception of safety culture with a p-value of 0.008.

Broader insight into safety culture needs to be provided to all staff in the nursing home. Safety topics should be included in the orientation session for new staff.

The staff’s work experience and direct care have a significant connection to safety culture.

While the literature on migration highlights the reshaping of host and immigrant population in countries, there is a paucity of research in marketing investigating the evolving dynamics for acculturation. The purpose of this study is to further the understanding of the emerging phenomenon of acculturation and identity negotiation.

Three experiments examined situational ethnicity, self-construal and identity negotiation in home and host culture work and social settings. Study 1 and Study 2 were conducted in the United Kingdom (UK), where the host country is the majority population. Study 3 was conducted in the United Arab Emirates (UAE), where the host country is the minority population. Study 4 utilized qualitative interviews in both countries.

Results from all four studies show that ethnic consumers deploy “indifference” as an identity negotiation mechanism when the host society is the majority population (UK) and when the host society has the minority population (UAE).

The authors offer new insights into identity negotiation by ethnic consumers when the host society is the majority population as well as the minority population. “Indifference”, i.e. preferring to neither fit in nor stand out as an identity negotiation mechanism, is deployed in work and social settings of home and host societies. The authors also advance the existing literature on acculturation by examining whether independent and interdependent self-construal influence identity negotiation.

The purpose of this paper is to examine Trompenaars' cultural dimensions using reference point theory to propose the adjustment difficulties that inpatriates will experience when entering the home market/global headquarters organization culture.

Specifically, it examines means by which the organization may maintain the inpatriate's perspective while at the same time provide training/development to assist in integrating the inpatriate manager into the global management team.

The paper proposes that the inpatriate's origin plays a significant part in determining the difficulty of adjusting to the headquarter culture as well as to the general culture of the new home country. The need for reference points (internal, external and time) becomes vital in that each allows for a better understanding of the adjustment process.

With regard to the two variables (macro and organizational culture) examined, it should be noted that cultural distance is not of sole importance in the adjustment process of the inpatriate. Additional factors to consider include job type, previous experience in home country of the organization, local support groups and other socialization tactics.

To facilitate the cross‐cultural adjustment process, active attempts by human resource management staff must be undertaken to help ensure adjustment. Successful adjustment would allow inpatriates to provide valuable insight and contribute to the global organizations' success.

This paper adds value by providing a theoretically based framework for the adjustment of inpatriates that can be tested and modified by future researchers. Furthermore, it provides a guide to inpatriate adjustment so that their maximum value to the organization can be achieved.

In response to the somewhat paradoxical combination of increasing diversity in the global workforce and the resurgence of nationalism in an era of global mobility, the purpose of this paper is to uncover how employees on international assignments respond to exposure to new cultures. Specifically, the paper aims to explicate the underlying psychological mechanisms linking expatriates’ monocultural, multicultural, global and cosmopolitan identity negotiation strategies with their responses toward the host culture by drawing upon exclusionary and integrative reactions theory in cross-cultural psychology.

This conceptual paper draws on the perspective of exclusionary vs integrative reactions toward foreign cultures – a perspective rooted in cross-cultural psychology research – to categorize expatriates’ responses toward the host culture. More specifically, the study elaborates how two primary activators of expatriates’ responses toward the host culture – the salience of home-culture identity and a cultural learning mindset – explain the relationship between cultural identity negotiation strategies and expatriates’ exclusionary and integrative responses, providing specific propositions on how each type of cultural identity negotiation strategy is expected to be associated with expatriates’ exclusionary and integrative responses toward the host culture.

The present study proposes that expatriates’ adoption of a monocultural identity negotiation strategy is positively associated with exclusionary responses toward the host culture and it is negatively associated with integrative responses toward the host culture; expatriates’ adoption of a multicultural identity negotiation strategy is positively associated with both exclusionary responses and integrative responses toward the host culture; expatriates’ adoption of a global identity negotiation strategy is negatively associated with exclusionary responses toward the host culture; and expatriates’ adoption of a cosmopolitan identity negotiation strategy is negatively associated with exclusionary responses, and positively associated with integrative responses toward the host culture. The following metaphors for these different types of cultural identity negotiation strategies are introduced: “ostrich” (monocultural strategy), “frog” (multicultural strategy), “bird” (global strategy) and “lizard” (cosmopolitan strategy).

The proposed dynamic framework of cultural identity negotiation strategies illustrates the sophisticated nature of expatriates’ responses to new cultures. This paper also emphasizes that cross-cultural training tempering expatriates’ exclusionary reactions and encouraging integrative reactions is crucial for more effective expatriation in a multicultural work environment.

This study aims to explore how sub‐dimensions of home country influence multinational enterprise (MNE) ownership strategy in international subsidiaries.

Following a grounded theory approach, the authors interviewed 36 managers of US and Japanese MNEs. Among 36 managers, 21 worked for Japanese firms, 12 for US firms, and three for the US‐Japanese IJVs.

This study proposes a list of cultural and resource‐based explanations for MNEs' divergent ownership patterns by nationality.

This research focused on two home countries, Japan and the USA. Future studies are required to extend and validate the findings in this study.

By considering sub‐dimensions of home country effect, managers can make a more accurate prediction of the potential partner's willingness to form an IJV.

This study suggests that host countries' ownership restriction can make divergent effects on foreign investors by their nationality.

The central contribution of this paper is identifying a set of underlying factors of home country effect and explicating their individual effect on MNE ownership strategy.

The purpose of this paper is to understand the impact of American culture-oriented values, Chinese culture-oriented values and self-improvement values on luxury value perception through acculturation by examining an acculturated sample (Chinese living in the USA), a host cultural sample (Caucasian-American) and a home cultural sample (Mainland Chinese).

In order to examine the acculturative changes of Chinese living in the USA in terms of the influence of American and Chinese culture-oriented values and self-improvement values on their luxury value perception, data were collected via three online samples: host (American), home cultural (Chinese) and acculturated (Chinese living in the USA). Effects of acculturation were tested via comparisons between acculturated to host and home cultural samples.

Compared to that of Mainland Chinese and Caucasian-Americans, luxury value perception of Chinese living in the USA is jointly influenced by both American and Chinese culture-oriented values. The influence of cultural values on luxury value perception of Chinese living in the USA is not strengthened by their wish to integrate into the American culture or to maintain their Chinese culture. Nevertheless, Chinese living in the USA show more significant self-improvement (standing out) and conformity (fitting in) motives in luxury value perception when they wish to integrate into the mainstream culture.

The authors surveyed acculturated sample, host and home cultural samples to test the bidimensional acculturation model (Berry, 1997) in the context of luxury consumption. Although the conceptual model is not fully supported, this research broadens current understanding of the effect of acculturation on luxury value perception.

This study aims to develop a model for female expatriate work adjustment from the identity conflict perspective.

This is a theoretical paper that focuses on integrating the existing literature and proposing new constructive relationships.

We study female expatriates' adjustment processes in the work domain from the identity conflict perspective. Specifically, we categorize female expatriates' identities in the work domain into their gender identity and a work-related role identity cluster and propose that when gender identity is salient, unsupportive national and organizational cultures will lead to gender–work role identity conflicts and eventually result in maladjustment in the work domain.

First, we suggest that female expatriates' work role identities can form a cluster that includes expatriate role, managerial role and occupational role identity. We further theorize how the gender role identity and the work-related role identity cluster of female expatriates interact to influence how they adjust to their work. Second, we explore two contingency factors – host organizational culture and host national culture–and explain how they influence the interaction between female expatriates' gender identity and work-related role identities. Finally, we introduce the concept of gender–work role identity conflict and theorize how it serves as the underlying mechanism linking female expatriate identity patterns and work adjustment.

Social media has transformed communication possibilities for immigrant consumers with their home country in their acculturation efforts. However, the acculturative outcomes of consumer interactions with the home country through social media are largely overlooked in previous research. This study aims to investigate the acculturative processes and outcomes resulting from interacting with the home country through social media.

A netnographic approach is used to collect data from a social media platform that provides an interactive social context in which Iranian immigrants in Australia share their experiences of immigration with non-immigrants who are considering and planning to migrate to Australia.

Findings show how both immigrants and non-immigrant users via social media reflexively contribute to the formation of two competing collective narratives, namely, the dominant, romanticizing narrative and counter, pragmatic narratives. Findings highlight how notions of the home and host countries, and the idea of migrating from home to host, are constructed as the result of the circulation of the dominant and counter narratives. Further findings include how these two collective narratives come into play in the formation of three acculturative outcomes, namely, self-validating, ordinary experts and wellbeing. These insights extend consumer acculturation theory through highlighting the acculturative processes and outcomes of interactions with the home country via a social media platform. This includes, for example, how interacting with the home culture can take on assimilationist properties through the construction of a romanticized representation of the hosting society (i.e. Australia) in the dominant collective narrative.

Implications for ethnic marketing practice, policymakers and non-governmental organisations are advanced, especially regarding using social media as a channel to communicate with current and potential immigrant consumers. Notably, policymakers can use social media to engage with immigrants before and after migration to reduce the potential for cognitive dissonance in recent arrivals. Managerially, brands can advertise on Web-based forums, independent websites and social media platforms to target potential immigrants to sell relevant products immigrants needs after migrating to the host country.

Findings broaden the understanding of the potential acculturative outcomes on social media by moving away from the traditional outcomes, which are restricted to the dichotomy between the home and host cultures.

Scholarly attention is deficient on the role of direct interaction with the home country in immigrant consumer acculturation, especially through social media, which is the focus of this study.