...-native customers' lens using an inductive process. Next, the emerged categories were classified based on extant literature, using a deductive approach. Findings The findings highlight the role of language varieties as a strong social identity cue for non-native customers where the associated stigma...

... in their lifetime (United Nations, 2015). The stigma associated with mental health leads people to avoid treatment or delay help-seeking, and as a result, 70% of people with mental illnesses go untreated (Henderson et al., 2013). Effectively targeting products and services to help these consumers cope...