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Keywords: Sojourner
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Journal Articles
International Marketing Review (2021) 38 (4): 671–689.
Published: 28 August 2019
... Asian cultures and their consumption behaviour, which fulfils the research scarcity in this area. Design/methodology/approach This study was conducted via carrying out in-depth interviews with 18 British sojourners in China, exploring how they acculturated to Chinese culture, with a particular focus...

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