Primacy of Acculturation Categories Over Demographic Variables As Differentiators of Brand Preference

Vijaygopal, Rohini; Dibb, Sally and Meadows, Maureen (2012). Primacy of Acculturation Categories Over Demographic Variables As Differentiators of Brand Preference. In: NA - Advances in Consumer Research (Gürhan-Canli, Zeynep; Otnes, Cele and Zhu, Rui eds.), Association for Consumer Research, Duluth, MN, 40 p. 1132.

URL: https://www.acrwebsite.org/volumes/1011581/volumes...

Abstract

The importance of demographic variables and acculturation categories in consumer behaviour involving ethnic minorities has been highlighted in literature. This paper considers the primary differentiators of consumer behaviour among British Indians by examining the relationships between acculturation categories, demographic variables and preferences for a range of ethnic and host brands.

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