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From West to East: British Sojourners’ acculturation in China

Yu, Q.; Yen, D.A.; Cappellini, B.; Wang, C.

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Authors

Q. Yu

D.A. Yen

C. Wang



Abstract

Purpose: Previous literature has often focused on Asian migrants’ acculturation to Western cultures with data collected in the Western contexts. This study will explore Western consumers’ acculturation to East 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 on their food and media consumption choices. This study applied inductive qualitative data analysis to build on but explore beyond existing theory. Findings: The findings show that British consumers display a diversified acculturation strategy towards different products. They present an integrative approach to food consumption with a negotiable identity to host culture value whilst they adopt a separated approach relating to traditional media consumption, showing a non-negotiable consumption stance. They apply an assimilated approach for pragmatic reasons in terms of social media adoption. Originality/value: British sojourners in China hold a different cultural stance in different areas of consumption. The study contributes to existing theory by arguing the complexity of a continuous negotiation process between different value systems in sojourning consumers’ consumption choices, which existing acculturation models have not yet examined. By emphasising the context speciality, the findings give marketers clear marketing implications when targeting sojourning consumers who declare their value stance via consumption practice.

Citation

Yu, Q., Yen, D., Cappellini, B., & Wang, C. (2021). From West to East: British Sojourners’ acculturation in China. International Marketing Review, 38(4), 671-689. https://doi.org/10.1108/imr-12-2018-0362

Journal Article Type Article
Acceptance Date Jul 22, 2019
Online Publication Date Aug 16, 2019
Publication Date Jul 22, 2021
Deposit Date Nov 19, 2019
Publicly Available Date Feb 7, 2020
Journal International Marketing Review
Print ISSN 0265-1335
Publisher Emerald
Peer Reviewed Peer Reviewed
Volume 38
Issue 4
Pages 671-689
DOI https://doi.org/10.1108/imr-12-2018-0362
Public URL https://durham-repository.worktribe.com/output/1313583

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Copyright Statement
This article is © Emerald Group Publishing and permission has been granted for this version to appear here https://doi.org/10.1108/IMR-12-2018-0362. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.






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