Segev, Sigal; Ruvio, Ayalla; Shoham, Aviv; Velan, Dalia - In: European Journal of Marketing 48 (2014) 9/10, pp. 1579-1599
Purpose – The purpose of this paper is to examine the effect of acculturation on immigrant consumers’ loyalty. The authors posit that the acculturation orientation of immigrants determines their consumer loyalty to both ethnic and mainstream brands and stores. Design/methodology/approach –...