How Immigrants Travel With Their Home Brands: Brand Relationships and Acculturation
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.
Citation:
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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 288-293.
Authors
Ani Dino , Royal Holloway, University of London, UK
Benedetta Cappellini , Royal Holloway, University of London, UK
Volume
NA - Advances in Consumer Research Volume 42 | 2014
Share Proceeding
Featured papers
See MoreFeatured
P11. A Price Premium on A Trivial but Weak Preferred Attribute Increase Choice: The Roles of Scarcity, Arousal and Perceived Risk
Yueyan Wu, Hunan University, China
Chunyan Xie, Western Norway University of Applied Sciences
Zhi Yang, Hunan University, China
Luluo Peng, Hunan University, China
Featured
K12. Use language to change people’s mind: The persuasive power of online marketing communications
Xun He, Katholieke University Leuven, Belgium
Barbara Briers, Vlerick Business School
Luk Warlop, Norwegian School of Management, Norway
Featured
Growing Up Rich and Insecure Makes Objects Seem Human: Childhood Material and Social Environments Predict Anthropomorphism
Jodie Whelan, York University, Canada
Sean T. Hingston, York University, Canada
Matthew Thomson, Western University, Canada
Allison R. Johnson, Western University, Canada