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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...
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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.

Item Type: Conference or Workshop Item
Academic Unit/School: Faculty of Business and Law (FBL) > Business
Faculty of Business and Law (FBL)
Faculty of Business and Law (FBL) > Business > Department for Strategy and Marketing
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Item ID: 53962
Depositing User: Rohini Vijaygopal
Date Deposited: 21 Mar 2018 13:46
Last Modified: 07 Dec 2018 11:03
URI: http://oro.open.ac.uk/id/eprint/53962
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