Investigating links between cultural orientation and culture outcomes:Immigrants from the former Soviet Union to Israel and Germany

Dose, David, Walsh, Gianfranco, Ruvio, Ayalla and Segev, Sigal (2017). Investigating links between cultural orientation and culture outcomes:Immigrants from the former Soviet Union to Israel and Germany. Journal of Business Research ,

Abstract

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.

Publication DOI: https://doi.org/10.1016/j.jbusres.2017.09.008
Divisions: Aston Business School
Aston Business School > Marketing & strategy research group
Additional Information: © 2017, Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International http://creativecommons.org/licenses/by-nc-nd/4.0/
Uncontrolled Keywords: Cultural orientation,Acculturation,Consumption,Unique products,Fashion
Published Online Date: 2017-09-12
Authors: Dose, David
Walsh, Gianfranco
Ruvio, Ayalla
Segev, Sigal

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