An Examination of the Relationships Between Ethnicity, Acculturation, and Attitudes to Places and their Products

Ethnic consumers' "dual allegiance" to their ethnic affiliation and residence countries raises unique research opportunities to examine the role of ethnicity and acculturation in product and place buyer behaviour in the context of research on product country image and place constructs.This study examines ethnic consumers' place and product evaluations in a complex framework that combines multiple cultural, social, and marketing concepts.This research centres on the idea that ethnic individuals who decide to migrate from their country of origin to host countries, or who are born in a host country to immigrant parents, are affiliated with two places that may or may not be aligned economically, politically, or culturally.Therefore, ethnic individuals could possibly be tagged in two directions depending on their ethnicity and acculturative tendency.The principal compelling element in this study, which comprises its main intended contribution, is consumers' identification with the notions of "home" and "host" countries in an ethnic context, and the forces that influence their relationship with places and their offerings.The main proposition of the research is, therefore, set to systematically investigate the extent to which consumers' ethnic strength with their country of origin, and the degree of their acculturation to the host culture, both influence their evaluations and willingness to buy products that originate from countries that are expected to be viewed negatively or positively by them.The sample used in this study consists of Egyptian Canadians and the countries examined are Egypt, the respondents' ethnic origin country (home); Canada, their present residence country Phinney, 1992;Pires et al., 2003) and, like other aspects of identity, becomes more salient during adolescence (Roberts et al., 1999;Xu et al., 2004).The same line of research views ethnicity as an objective group membership that is determined by origin (Atkinson et al., 1979;Phinney, 1992), while ethnic identity can adapt, transform, or evolve (Constant et al., 2009;Lindridge, 2010).In contrast, since a key point of interest of Laroche et al. (1997) was to distinguish identity from acculturation rather than from ethnicity, they, quite naturally, opted for considering Author Journal Conceptualization Xu et al. (2004) Psychology & Marketing Ethnic identity is an individual's sense of self within an ethnic group, and the attitudes and behaviours associated with that sense.Ethnic identity becomes an integral part of the ethnic young adult's social identity and a vital component of his/her self-image.Rosenbaum & Montoya (2007) Journal of Business Research 'Ethnic' refers to any group of individuals that claims a distinct identity, which sets them apart from others.Ethnicity connotes minority issues, and also refers to aspects of relationships between groups that are culturally distinct.Cleveland & Chang (2009) Journal of Business Research Ethnic identity is the incorporation of ethnicity into a person's selfconcept (sense of belonging); manifest through material possessions, the extent of adherence to values from ethnic origins, etc. Constant et al. (2009) Journal of Economic Behavior & OrganizationEthnicity refers to a static social phenomenon that is measured in terms of country of origin, nationality, or race.Sense of belonging and commitment to the culture of origin has been recently added to its conceptualization.Ethnic identity is a more individualistic notion used in anthropology, psychology, sociology, economics, and marketing to capture the sense of belonging and behaviours toward cultural and ethnic societies.Ethnic identity and ethnicity are two separate, yet interrelated, concepts.Lindridge (2010) Journal of Marketing ManagementEthnicity is used to describe a nation or a group who share one or all of the following: a common nationality, culture, language, race, religion, and descent.It is used to set boundaries against groups that are culturally and/or physically outside of the dominant culture.

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