Abstract
Purpose: The purpose of this paper is to examine local consumers’ acculturation process as they observe, encounter and shop with an influx of outsiders. Design/methodology/approach: The multi-year qualitative study (involving in-depth interviews and netnography) investigates Hongkongers’ adaptation to encounters with Mainland Chinese shoppers in Hong Kong. Findings: The authors focus on the world of luxury brand consumption, which plays a key role in signaling a newfound status for Mainlanders, and a change in identity construction for Hongkongers. Hongkongers’ acculturation process in response to large numbers of Mainland luxury shoppers includes emotional responses, behavioral adaptation and identity negotiation. Research limitations/implications: This research has theoretical implications for consumer acculturation theory. Practical implications: This research has managerial implications for consumers’ luxury consumption experiences. Originality/value: First, the authors extend the consumer acculturation literature by focusing on the adaptation of locals to visitors. Unlike other acculturation studies that focus on poorer immigrants from less industrial countries to a wealthy nation, the study focuses on local perspectives of elite Hong Kong consumers about Mainland Chinese visitors who are economically well-off but lack cultural capital. Second, emotions are found to be an important component of acculturation and their causes and consequences are analyzed.
| Original language | English |
|---|---|
| Pages (from-to) | 1-25 |
| Number of pages | 25 |
| Journal | European Journal of Marketing |
| Volume | 54 |
| Issue number | 1 |
| DOIs | |
| Publication status | Published - Jan 2020 |
Keywords
- Acculturation theory
- Adaptation strategies
- Friction and conflict
- Luxury consumption
Cite this
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“One country, two systems” : consumer acculturation of Hong Kong locals. / Wang, Jeff Jianfeng; Joy, Annamma; Belk, Russell; Sherry, John F.
In: European Journal of Marketing, Vol. 54, No. 1, 01.2020, p. 1-25.Research output: Contribution to journal › Article › Research › peer-review
TY - JOUR
T1 - “One country, two systems”
T2 - consumer acculturation of Hong Kong locals
AU - Wang, Jeff Jianfeng
AU - Joy, Annamma
AU - Belk, Russell
AU - Sherry, John F.
PY - 2020/1
Y1 - 2020/1
N2 - Purpose: The purpose of this paper is to examine local consumers’ acculturation process as they observe, encounter and shop with an influx of outsiders. Design/methodology/approach: The multi-year qualitative study (involving in-depth interviews and netnography) investigates Hongkongers’ adaptation to encounters with Mainland Chinese shoppers in Hong Kong. Findings: The authors focus on the world of luxury brand consumption, which plays a key role in signaling a newfound status for Mainlanders, and a change in identity construction for Hongkongers. Hongkongers’ acculturation process in response to large numbers of Mainland luxury shoppers includes emotional responses, behavioral adaptation and identity negotiation. Research limitations/implications: This research has theoretical implications for consumer acculturation theory. Practical implications: This research has managerial implications for consumers’ luxury consumption experiences. Originality/value: First, the authors extend the consumer acculturation literature by focusing on the adaptation of locals to visitors. Unlike other acculturation studies that focus on poorer immigrants from less industrial countries to a wealthy nation, the study focuses on local perspectives of elite Hong Kong consumers about Mainland Chinese visitors who are economically well-off but lack cultural capital. Second, emotions are found to be an important component of acculturation and their causes and consequences are analyzed.
AB - Purpose: The purpose of this paper is to examine local consumers’ acculturation process as they observe, encounter and shop with an influx of outsiders. Design/methodology/approach: The multi-year qualitative study (involving in-depth interviews and netnography) investigates Hongkongers’ adaptation to encounters with Mainland Chinese shoppers in Hong Kong. Findings: The authors focus on the world of luxury brand consumption, which plays a key role in signaling a newfound status for Mainlanders, and a change in identity construction for Hongkongers. Hongkongers’ acculturation process in response to large numbers of Mainland luxury shoppers includes emotional responses, behavioral adaptation and identity negotiation. Research limitations/implications: This research has theoretical implications for consumer acculturation theory. Practical implications: This research has managerial implications for consumers’ luxury consumption experiences. Originality/value: First, the authors extend the consumer acculturation literature by focusing on the adaptation of locals to visitors. Unlike other acculturation studies that focus on poorer immigrants from less industrial countries to a wealthy nation, the study focuses on local perspectives of elite Hong Kong consumers about Mainland Chinese visitors who are economically well-off but lack cultural capital. Second, emotions are found to be an important component of acculturation and their causes and consequences are analyzed.
KW - Acculturation theory
KW - Adaptation strategies
KW - Friction and conflict
KW - Luxury consumption
UR - http://www.scopus.com/inward/record.url?scp=85076618035&partnerID=8YFLogxK
U2 - 10.1108/EJM-02-2018-0119
DO - 10.1108/EJM-02-2018-0119
M3 - Article
AN - SCOPUS:85076618035
VL - 54
SP - 1
EP - 25
JO - European Journal of Marketing
JF - European Journal of Marketing
SN - 0309-0566
IS - 1
ER -