Lost in translation: When luxury consumption reveals temporarly expatriated consumer's cultural adjustment to the United Arab Emirates
[Lost in translation : la consommation de luxe comme révélateur de l’ajustement culturel du consommateur temporairement expatrié aux Émirats Arabes Unis]
This article considers the behavior of temporarly expatriated consumers in the luxury market in the United Arab Emirates as an indicator of their acculturation process. It studies the influence of the length of expatriation on luxury consumption. Results of both qualitative and quantitative studies conducted on French temporarly expatriated consumers show that temporarly expatriated consumers initially experience a “honeymoon” phase, followed by a “peripheral adjustment phase” phase in which the distance to the local market diminishes as the expatriation lasts.
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|Date of creation:||2017|
|Publication status:|| Published in Décisions Marketing, Association Française du Marketing, 2017, pp.89-106. |
|Note:||View the original document on HAL open archive server: https://hal.archives-ouvertes.fr/hal-01568904|
|Contact details of provider:|| Web page: https://hal.archives-ouvertes.fr/|
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