Primacy of Acculturation Categories Over Demographic Variables As Differentiators of Brand Preference
The importance of demographic variables and acculturation categories in consumer behaviour involving ethnic minorities has been highlighted in literature. This paper considers the primary differentiators of consumer behaviour among British Indians by examining the relationships between acculturation categories, demographic variables and preferences for a range of ethnic and host brands.
Rohini Vijaygopal, Sally Dibb, and Maureen Meadows (2012) ,"Primacy of Acculturation Categories Over Demographic Variables As Differentiators of Brand Preference", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1132-1132.
Rohini Vijaygopal, University of Bedfordshire, UK
Sally Dibb, Open University, UK
Maureen Meadows, Open University, UK
NA - Advances in Consumer Research Volume 40 | 2012
People Overpredict the Benefit of Using Expensive Items and Appearing Rich in Friend-Making
Xilin Li, University of Chicago, USA
Christopher Hsee, University of Chicago, USA
Globalizing from the Periphery: The Role of Consumer Paratextual Translation
Angela Gracia B. Cruz, Monash University, Australia
Yuri Seo, University of Auckland, New Zealand
Itir Binay, Monash University, Australia
E6. The Effect of Crowding Perception on Helping Behavior ——Is Squeeze Warmer than Isolation?
Qingqing Guo, Shanghai Jiao Tong University