Ruzica Brecic
Publications 1
Theorizing about consumer’s cultural identity has led to a greater understanding of why consumers choose and consume certain brands and products. The influence of cultural identity has traditionally been studied primarily in a consumer’s country of origin, neglecting its potential relevance for understanding the consumption choices of sojourners and expatriates. This paper aims to investigate how the length of stay (LOS) in a foreign country, as a manifestation of local identity, shapes expatria...
This website uses cookies.
We use cookies to improve your online experience. By continuing to use our website we assume you agree to the placement of these cookies.
To learn more, you can find in our Privacy Policy.