Does Acculturation Affect Brand Preference? a Study of British Indians

This research investigates whether membership of Berry’s (1980) acculturation categories has a bearing on British Indians’ consumer behaviour, as indicated by their brand preferences. One way ANOVA and cluster analysis are applied to the data. Results reveal that separated, assimilated and integrated consumers have different and distinct brand preferences.



Citation:

Rohini Vijaygopal, Sally Dibb, and Maureen Meadows (2013) ,"Does Acculturation Affect Brand Preference? a Study of British Indians", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 51-63.

Authors

Rohini Vijaygopal, University of Bedfordshire Business School, United Kingdom
Sally Dibb, Open University Business School, United Kingdom
Maureen Meadows, Open University Business School, United Kingdom



Volume

E - European Advances in Consumer Research Volume 10 | 2013



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