An Examination of the Relationships Between Ethnicity, Acculturation, and Attitudes to Places and their Products

Abstract

Ethnic consumers' "dual allegiance" to their ethnic affiliation and residence countries raises unique research opportunities to examine the role of ethnicity and acculturation in product and place buyer behaviour in the context of research on product country image and place constructs.This study examines ethnic consumers' place and product evaluations in a complex framework that combines multiple cultural, social, and marketing concepts.