This paper describes a model of acculturation for classifying minority consumers into distinct categories depending on their attitudes and behaviors toward their minority culture and toward the majority culture. These categories are assimilation, segregation, and integration. The model differs...

Code switching, the use of mixed-language expressions, is gaining prominence in advertising targeting linguistic minorities. Two studies investigate the existence of linguistic rules governing the use of code switching and identify situations in which those rules have a greater impact on...

Purpose: The marketing literature on service conversation in dyadic services has elaborated two approaches. An advisory approach involves providers giving customers expert advice on how to advance difficult projects. By contrast, a relational approach involves providers exchanging social...

By virtue of their participation in multiple competitive settings, MNEs confront competitors with different attributes and in different locations, creating variations that pose different competitive challenges. We classify MNE competitors by their nationality, geographic scope, and location, and...

Variations in MNEs' competitive positions across countries are prevalent phenomena in the business landscape, but are not fully explained by MNE theory. Building on competition theories and applying them to the context of the MNE, we hypothesize that the value of MNEs' assets varies in relation...

Purpose – The purpose of this paper is to investigate the relative effectiveness of the second-person pronoun perspective within a brand name (as in “You”Tube) and the first-person pronoun perspective (as in “i”Phone). Design/methodology/approach – Drawing on prior research on...