Banerjee, Madhumita; Shukla, Paurav; Ashill, Nicholas J. - In: International Marketing Review 39 (2021) 1, pp. 55-79
Purpose: While the literature on migration highlights the reshaping of host and immigrant population in countries, there is a paucity of research in marketing investigating the evolving dynamics for acculturation. The purpose of this study is to further the understanding of the emerging...