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


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.

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Divisions: College of Business and Social Sciences > Aston Business School
College of Business and Social Sciences > Aston Business School > Marketing & Strategy
Additional Information: © 2017, Elsevier. Licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
Uncontrolled Keywords: Cultural orientation,Acculturation,Consumption,Unique products,Fashion
Publication ISSN: 1873-7978
Last Modified: 19 Apr 2024 07:13
Date Deposited: 13 Nov 2017 10:40
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Related URLs: https://www.sci ... 3168?via%3Dihub (Publisher URL)
PURE Output Type: Article
Published Date: 2018-01-01
Published Online Date: 2017-09-12
Accepted Date: 2016-08-01
Authors: Dose, David (ORCID Profile 0000-0003-1530-8182)
Walsh, Gianfranco
Ruvio, Ayalla
Segev, Sigal

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