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.
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.
Ani Dino , Royal Holloway, University of London, UK
Benedetta Cappellini , Royal Holloway, University of London, UK
NA - Advances in Consumer Research Volume 42 | 2014
When Lack of Belongingness Means Bad News for the Planet: The Consequences of Low Belonging on Ethical Product Purchases
Ainslie Schultz, Providence College
Kevin Newman, Providence College
Scott Wright, Providence College
How Do Platform-Based Networks Shape Systemic Value Creation Through Experiences?
Bernardo Figueiredo, RMIT University
daiane scaraboto, Pontificia Universidad Católica de Chile
B7. Conceptualizing Brand Arrogance and Its Impact on Consumer Trust
Sampoorna Nandi, University of Connecticut, USA
Robin A. Coulter, University of Connecticut, USA