Investigating links between cultural orientation and culture outcomes: Immigrants from the former Soviet Union to Israel and Germany

David Dose, Gianfranco Walsh, Ayalla Ruvio and Sigal Segev

Journal of Business Research, 2018, vol. 82, issue C, 281-289

Abstract: Marketers are justifiably interested in ethnic consumers; formulating effective ethnic marketing strategies requires insights into these consumers' attitudes and behaviors. However, prior research provides few insights into how different cultural environments might shape the consumption behavior of consumers with the same cultural heritage. To address this knowledge gap, the present study examines the cultural orientation and relevant consumer outcomes (i.e., desire for unique products and fashion consciousness) of immigrants from the former Soviet Union who move to Israel and Germany. The results reveal differences in the cultural orientations of immigrants to Israel versus Germany, as well as different relational patterns between cultural orientation and the proposed consumer outcomes. These findings provide both theoretical and managerial implications.

Keywords: Cultural orientation; Acculturation; Consumption; Unique products; Fashion (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (1)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:82:y:2018:i:c:p:281-289

DOI: 10.1016/j.jbusres.2017.09.008

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