Bridging practices as enablers of intercultural translation

Purpose - This paper aims to understand the elements of bridging practices enacted by Asian immigrant consumers and exploring how these practices constitute reverse acculturation within immigrant-receiving Western cultures. Design/methodology/approach - A practice theoretical perspective was deployed in concert with a hermeneutic analysis of two-part depth interviews with 26 Southeast Asian immigrants in New Zealand. Multi-modal methods and open narrative reflexivity were deployed to improve depth and trustworthiness. Findings - Participant narratives revealed three intertwined elements of bridging practices: articulations (involving sayings and meanings), performances (involving embodied social activities and material artefacts) and contestations (involving tensions and anxieties). Bridging practices create shared social spaces and facilitate the intensification of intercultural translation. Research limitations/implications - Bridging practices provide a partial view of wider circuits of practice (Magaudda, 2011) which cumulatively constitute reverse acculturation. Future research is needed to show how bridging practices serve as resources for transforming the consumption practices of local consumers in Western cultures. Originality/value - This study advances consumer acculturation theory in three ways. First, this study identifies a key practice of intercultural translation between Asian and Western consumer cultures. In particular, this study shows that intercultural translation occurs not only through ethnic economies but also in a diverse range of private and public sites. Second, in addition to local consumers practices (Sobh et al., 2012), this study highlights the role of immigrant consumers practices in reverse acculturation, thereby providing empirical evidence for Luedicke s (2011) conceptual model of intercultural adaptation. Third, in addition to the influence of acculturating agents on immigrant consumers (Askegaard et al., 2005; Pe aloza, 1994), this study demonstrates how immigrant consumers themselves can act as acculturating agents.