Does acculturation affect brand preference? A study of British Indians

Vijaygopal, Rohini; Dibb, Sally and Meadows, Maureen (2013). Does acculturation affect brand preference? A study of British Indians. In: European Advances in Consumer Research (Cornelissen, Gert; Reutskaja, Elena and Valenzuela, Ana eds.), Association for Consumer Research, Duluth, MN, 10 pp. 51–63.

URL: http://acrwebsite.org/volumes/1013745/volumes/v10e...

Abstract

This research investigates whether membership of Berry’s (1980) acculturation categories has a bearing on British Indians’ consumer behaviour, as indicated by their brand preferences. One way ANOVA and cluster analysis are applied to the data. Results reveal that separated, assimilated and integrated consumers have different and distinct brand preferences.

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