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Original paper

Exploring the chain of effects between local identity and expatriate consumers’ preference for local food brands

Volume: 31, Issue: 5, Pages: 718 - 730
Published: Sep 28, 2021
Abstract
Purpose 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...
Paper Details
Title
Exploring the chain of effects between local identity and expatriate consumers’ preference for local food brands
Published Date
Sep 28, 2021
Volume
31
Issue
5
Pages
718 - 730
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