Lost in translation: When luxury consumption reveals temporarly expatriated consumer's cultural adjustment to the United Arab Emirates

Lost in translation: la consommation de luxe comme révélateur de l’ajustement culturel du consommateur temporairement expatrié aux Émirats Arabes Unis

Cécile Chamaret and Béatrice Parguel ()
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Cécile Chamaret: CRG I3 - Centre de recherche en gestion i3 - X - École polytechnique - IP Paris - Institut Polytechnique de Paris - Université Paris-Saclay - I3 - Institut interdisciplinaire de l’innovation - CNRS - Centre National de la Recherche Scientifique, CRG - Centre de recherche en gestion - X - École polytechnique - IP Paris - Institut Polytechnique de Paris - CNRS - Centre National de la Recherche Scientifique
Béatrice Parguel: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

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Abstract: This article considers the behavior of temporarly expatriated consumers in the luxury market in the United Arab Emirates as an indicator of their acculturation process. It studies the influence of the length of expatriation on luxury consumption. Results of both qualitative and quantitative studies conducted on French temporarly expatriated consumers show that temporarly expatriated consumers initially experience a "honeymoon" phase, followed by a "peripheral adjustment phase" phase in which the distance to the local market diminishes as the expatriation lasts.

Keywords: luxury; acculturation; expatriate consumers; United Arab Emirates; luxe; consommateurs expatriés; Émirats Arabes Unis (search for similar items in EconPapers)
Date: 2017
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Published in Décisions Marketing, 2017, 86, pp.89-106. ⟨10.7193/DM.086.89.106⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01568904

DOI: 10.7193/DM.086.89.106

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