Wang, Jeff Jianfeng; Joy, Annamma; Belk, Russell; … - In: European Journal of Marketing 54 (2019) 1, pp. 1-25
Purpose: The purpose of this paper is to examine local consumers’ acculturation process as they observe, encounter and shop with an influx of outsiders. Design/methodology/approach: The multi-year qualitative study (involving in-depth interviews and netnography) investigates Hongkongers’...