Multifaceted acculturation in multiethnic settings

Ethnic minority research in marketing has overlooked the nature of acculturation occurring beyond the majority-minority dichotomy. Within pluralistic social environments, minorities acculturate to the predominant group, but also to the global consumer culture (GCC) and coexisting ethnic minority populations. This study investigates Chinese-Canadians' acculturation to mainstream Canadian culture (i.e., Canadian identity/pride), to GCC, and to the...