How Immigrants Travel With Their Home Brands: Brand Relationships and Acculturation

Ani Dino , Royal Holloway, University of London, UK
Benedetta Cappellini , Royal Holloway, University of London, UK
This paper looks at the relationship Albanian immigrants develop with one of their home brands when they migrate to another country. Findings show how the polysemic nature of brand meanings and brand relationships allow immigrants to consume the brand for different purposes and to navigate amongst different acculturation outcomes.
[ to cite ]:
Ani Dino and Benedetta Cappellini (2014) ,"How Immigrants Travel With Their Home Brands: Brand Relationships and Acculturation ", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 288-293.