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    Exploring the role of acculturation in brand choice: a new perspective for targeting Indians living in the United Kingdom

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    Authors
    Vijaygopal, Rohini
    Dibb, Sally
    Issue Date
    2012
    Subjects
    ethnic minority
    consumer behaviour
    acculturation
    
    Metadata
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    Abstract
    Indians are the largest UK ethnic minority, contributing significantly to the UK economy. Although this group's considerable spending power makes them of interest to marketing practitioners, greater insight into their consumer behaviour is required. An understanding of the influence of cultural factors on preferences and behaviour is a priority. This qualitative article considers how consumer acculturation affects the brand preferences of British Indian consumers. Berry's acculturation taxonomy and Mendoza's Cultural Life Style Inventory underpin the organisation of the data collection. The findings reveal distinctive brand choice patterns for individuals from different acculturation categories. Separated individuals use more of the ethnic brands than host brands; most integrated individuals are familiar with both ethnic and host brands; whereas assimilated individuals have a much narrower brand understanding, being familiar mainly with the host brands. The implications for researchers and practitioners are explored.
    Citation
    Vijaygopal, R. & Dibb, S. (2012) 'Exploring the role of acculturation in brand choice: A new perspective for targeting Indians living in the United Kingdom', Journal of Targeting, Measurement and Analysis for Marketing, 20 (1), pp.47-56
    Publisher
    Palgrave MacMillan
    Journal
    Journal of Targeting, Measurement and Analysis for Marketing
    URI
    http://hdl.handle.net/10547/297125
    DOI
    10.1057/jt.2012.4
    Additional Links
    http://www.palgrave-journals.com/doifinder/10.1057/jt.2012.4
    Type
    Article
    Language
    en
    ISSN
    0967-3237
    1479-1862
    ae974a485f413a2113503eed53cd6c53
    10.1057/jt.2012.4
    Scopus Count
    Collections
    Centre for Advances in Marketing (CAM)

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