Purpose: This research examines the direct and indirect effects of immigrant consumers' (heritage vs host) cultural orientation on their opinion leadership, in relation to heritage versus host culture peers. In addition to examining the potential mediation of different exhibitions of...

Purpose – Long‐term orientation (LTO) is an important cultural value, which has been shown to meaningfully affect the behavior of individuals. Bearden et al. developed and tested a two‐dimensional scale measuring LTO at the individual level. This study aims to replicate and extend the work...