The role of socio-psychological and culture-education motives in marketing international sport tourism: a cross-cultural perspective.

Consumer acculturation processes and cultural conflict: How generalizable is a North American model for marketing globally?

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 r...

Ethnicity and consumer choice

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 sig...

Word of mouth, brand loyalty, acculturation and the American Jewish consumer

Previous research in the area, predominantly conducted in North America with Hispanics or French Canadians, has provided two alternative models of acculturation. This study examines empirically whether the assimilation model of acculturation is more valid than the “unique behavior”’ model in the case of Australian‐Chinese consumers. Based on 288 respondents of Chinese background but exhibiting contrasting degrees of acculturation, several aspects of consumer behavior, including information search, product evaluation, purchase behavior and post‐purchase evaluation, were examined in the case of three products of increasing involvement, namely toothpaste, stereos and cars. Our results suggest that both views are valid and demonstrate that further research is needed in this area of growing economic significance.

Wei-Na Lee

Papers

Ethnicity and Consumer Product Evaluation: a Cross-Cultural Comparison of Korean Immigrants and Americans