Exploring the Chain of Effects Between Local Identity and Expatriate Consumers’ Preference for Local Food Brands

Abstract
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...
Paper Details
Title
Exploring the Chain of Effects Between Local Identity and Expatriate Consumers’ Preference for Local Food Brands
Published Date
Sep 29, 2021
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