Parameswaran, Ravi; Mohan Pisharodi, R. - In: International Marketing Review 19 (2002) 3, pp. 259-278
The effects of acculturation and assimilation are significant parts of consumer research. However, a void exists in cross‐cultural research with a near‐absence of assimilation studies involving country‐of‐origin (CO) images. The current study fills this void by examining the extent of...