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...

Purpose – This paper sets out to provide global business managers and researchers with perspectives, concepts, and some tools to deal with emergent late modern conditions. Design/methodology/approach – Analytical discourse is employed to outline the post‐enlightenment rise of modernity and...

Purpose – The purpose of this study is to present a theoretical framework to demythologize Asian consumers' cultural and ideological narratives in relation to the newly emerging popular culture developed in Korea, widely known as “Korean wave.” In addition, methodological considerations...