...Sigal Segev; Ayalla Ruvio; Aviv Shoham; Dalia Velan Purpose – The purpose of this paper is to examine the effect of acculturation on immigrant consumers’ loyalty. The authors posit that the acculturation orientation of immigrants determines their consumer loyalty to both ethnic and mainstream...

...Drew Martin Purpose Acculturation theory shows how foreign actors have evolved in Japanese television commercials. If advertising mirrors culture, foreign businesses trying to advertise products in Japan need to be aware of societal changes and tailor their messages to the preferences of the local...

..., and other ethnicity indicators vary in terms of the extent to which they are amenable to acculturative pressure. A new typology of consumption is also introduced based on the distinction between ethnic origin as a reflective indicator and media usage as a formative indicator. © MCB UP Limited 1998...