(Il)Legitimate in the Homeland? Repatriate Migrants’ Consumption in a Complex Institutional Environment

In most research on consumer acculturation and migration, institutions act consistently in shaping consumers. Using institutional logics, we conduct an ethnographic study of repatriate consumers to show that macro- and meso-level forces are conflicted inter- and intrainstitutionally. This complexity triggers consumer responses, from sustaining an illusion of legitimacy to re-diasporization.


Sonja N. Kralj and Michael Paul (2019) ,"(Il)Legitimate in the Homeland? Repatriate Migrants’ Consumption in a Complex Institutional Environment", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 707-708.


Sonja N. Kralj, University of Augsburg, Germany
Michael Paul, University of Augsburg, Germany


NA - Advances in Consumer Research Volume 47 | 2019

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