Acculturation of Expatriate Consumers: Conditional Effects of Mental Attachments to Home Country

In this paper authors explore insufficiently addressed acculturation behaviors of expatriates. Based on the consumer acculturation literature and congruity theory, authors explore how expatriate's acculturation behaviors steer consumer's propensity to buy local food brands under conditiona...

Full description

Saved in:
Bibliographic Details
Published in:Journal of global marketing 2020-05, Vol.33 (3), p.193-206
Main Authors: Miocevic, Dario, Zdravkovic, Srdan
Format: Article
Language:English
Subjects:
Acculturation
brand signaling
consumer acculturation
Consumers
Expatriates
Food
local brands
retail system similarity
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:In this paper authors explore insufficiently addressed acculturation behaviors of expatriates. Based on the consumer acculturation literature and congruity theory, authors explore how expatriate's acculturation behaviors steer consumer's propensity to buy local food brands under conditional effects of mental attachments to home country. In order to test the proposed model a survey was conducted among 212 expatriates from developed economies living in the Greater Middle East. Study shows that expatriate consumers' acculturation will lead to higher propensity for buying local food brands when: 1) they perceive higher similarity between their home and host country retail system attributes and 2) locally produced food brand's perceived value is equal or better than the perceived value of food brands from expatriates' home country.
ISSN:0891-1762
1528-6975
DOI:10.1080/08911762.2019.1710642