The cultural similarity hypothesis posits that differences between the home and host cultures for sojourners will relate directly to their difficulties adapting to the host culture. The personal fit perspective suggests that the individual's idiosyncratic response to the cultural environment...

This study investigates the effect which the psychological acculturation of American expatriates in Korea has on their commitment to the foreign operation and the parent company, based on the premise that the attitudinal and behavioral dimensions of acculturation are distinct [J. Berry (1990)...

This paper investigates the issues concerning a film producer that finances production costs not only by the conventional funding from an institutional investor, but also by “Internet funding,” financing through the Internet from so-called netizen investors. In Internet funding, netizen...

Satisfaction with the host culture has been found to influence the expatriate's commitment to the local operation and to the parent company. This paper investigates the role that the expatriate's consumer experiences play in the determination of his/her satisfaction with the new culture. Market...

Marketers frequently position business concerns - whether brands, teams, or stores - as the non market-dominant entity (or the "underdog"). This article examines the motives for underdog support through in-depth interviews and a focus group. Findings suggest that underdog consumers support...