Acculturation and consumer loyalty among immigrants: a cross-national study

Purpose The purpose of this paper is to examine the effect of acculturation on immigrant consumers’ loyalty. We posit that the acculturation orientation of immigrants determines their consumer loyalty to both ethnic and mainstream brands and stores. Design/methodology/approach Using a sample of Hispanic consumers in the U.S. and consumers from the former Soviet Union (FSU) in Israel, this study tests a model in which two acculturation continua, original culture maintenance and host culture adaptation serve as antecedents for immigrants’ consumer loyalty. Findings Acculturation determines the extent of immigrants’ consumer loyalty. Both acculturation continua are associated with distinct loyalty patterns that are similar across the two immigrant groups. Research limitations/implications Despite sampling limitations, the paper demonstrates that immigrants’ acculturation orientation influences their loyalty to ethnic and mainstream brands and stores. Shared by ethnic consumers in two culturally diverse markets, this relationship transcends geographic boundaries. Practical implications The results provide insights for marketers with respect to the development of segmentation and positioning strategies as well as tactical implementations that address the preferences of ethnic consumers. Originality/value Findings shed light on the commonalities and differences among immigrant groups in different national settings. The paper highlights the role of cultural transition as a key experience that affects immigrants regardless of specific environmental or situational circumstances.