A Comprehensive Model For Hispanics’ Acculturation: Antecedents and Impacts on Store and Brand Loyalty

Aviv Shoham, University of Haifa, Israel
Sigal Segev, Florida International University USA
Ayalla Ruvio, University of Haifa, Israel
We study the relationships between acculturation and consumer attitudes and behaviors. We suggest that individual and environmental factors affect the nature of acculturation, which then impacts consumer behaviors. We find that ethnic identity, adaptability to change and the extent of contact with co-nationals significantly influence the chosen acculturation strategy. Then, the level of acculturation determines consumers’ loyalties to brands and stores.
[ to cite ]:
Aviv Shoham, Sigal Segev, and Ayalla Ruvio (2009) ,"A Comprehensive Model For Hispanics’ Acculturation: Antecedents and Impacts on Store and Brand Loyalty", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 16-19.