Gen-Y consumers in the Asia-Pacific region are an attractive market for Western fashion
luxury. This study investigates how Gen-Y consumers' acculturation to Western culture …

Marketing scholars have devoted considerable effort to researching the impact of life
transitions on consumption behaviour. However, prior literature on life events is broad and …

Purpose Target markets of new product brands (niche customers) differ from those of
existing product brands (mainstream customers) using conventional new product brand …

This research examines the roles of brand cultural symbolism and advertising type (ie,
bilingual vs. host country language) in influencing brand liking among biculturals (people …

Abstrak Saat Korean Wave menjadi tren baru di Indonesia, banyak muslim Indonesia yang
terpengaruh juga oleh budaya kuliner Korea. Masih banyak orang muslim tidak …

How is culture manifested in the consumer behaviour of ethnic minorities? This article
addresses this question using three ethnic groups: Indians living in Britain (people who are …

Contemporary notions of marketing-such as international subcultures, the Information
Society and the global village-would lead us to believe that consumers have access to and …

Through participant observation at the 2018 Ottawa Night Market Chinatown and interviews
with fifteen post-secondary Chinese national students in Ottawa about their dietary …

La naturaleza de las experiencias de choque cultural se describe como las reacciones
problemáticas de individuos que están expuestos a situaciones desconocidas o muy …

Bu çalışma, uluslararası öğrencilerin Türkiye'de bulundukları süre içerisinde, Türk Toplumu
ile kurdukları etkileşimin, kültürleşme tutumları üzerindeki etkisini ortaya koymayı …