Marketers are justifiably interested in ethnic consumers; formulating effective ethnic marketing strategies requires insights into these consumers’ attitudes and behaviors. However, prior research provides few insights into how different cultural environments might shape the consumption behavior of consumers with the same cultural heritage. To address this knowledge gap, the present study examines the cultural orientation and relevant consumer outcomes (i.e., desire for unique products and fashion consciousness) of immigrants from the former Soviet Union who move to Israel and Germany. The results reveal differences in the cultural orientations of immigrants to Israel versus Germany, as well as different relational patterns between cultural orientation and the proposed consumer outcomes. These findings provide both theoretical and managerial implications.
|Journal||Journal of Business Research|
|Early online date||12 Sept 2017|
|Publication status||Published - 1 Jan 2018|
Bibliographical note© 2017, Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
- Cultural orientation
- Unique products