Quester, Pascale G.; Chong, Irene - In: Journal of Consumer Marketing 18 (2001) 3, pp. 203-218
Previous research in the area, predominantly conducted in North America with Hispanics or French Canadians, has provided two alternative models of acculturation. This study examines empirically whether the assimilation model of acculturation is more valid than the “unique behavior”’ model...