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• W2912032992 abstract "Ethnic minority research in marketing has overlooked the nature of acculturation occurring beyond the majority-minority dichotomy. Within pluralistic social environments, minorities acculturate to the predominant group, but also to the global consumer culture (GCC) and coexisting ethnic minority populations. This study investigates Chinese-Canadians' acculturation to mainstream Canadian culture (i.e., Canadian identity/pride), to GCC, and to the South-Asian culture, considering the roles played by Chinese identity and cosmopolitanism. Supporting cultural integration, survey results revealed direct positive effects of Chinese identity on identification to GCC, and South-Asian acculturation, whereas the effect on Canadian identity/pride was indirect, mediated by cosmopolitanism. These sociocultural constructs in turn differentially drive consumption of foodstuffs from mainstream, Chinese, and South-Asian cultures." @default.
• W2912032992 created "2019-02-21" @default.
• W2912032992 creator A5034563402 @default.
• W2912032992 creator A5056701683 @default.
• W2912032992 date "2019-10-01" @default.
• W2912032992 modified "2023-10-17" @default.
• W2912032992 title "Multifaceted acculturation in multiethnic settings" @default.
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• W2912032992 doi "https://doi.org/10.1016/j.jbusres.2019.01.051" @default.
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