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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]

Author

Listed:
  • Cécile Chamaret

    (i3-CRG - Centre de recherche en gestion i3 - X - École polytechnique - Université Paris-Saclay - I3 - Institut interdisciplinaire de l’innovation - CNRS - Centre National de la Recherche Scientifique, CRG - Centre de recherche en gestion - X - École polytechnique - CNRS - Centre National de la Recherche Scientifique)

  • Béatrice Parguel

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

Abstract

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.

Suggested Citation

  • Cécile Chamaret & Béatrice Parguel, 2017. "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 révélateu," Post-Print hal-01568904, HAL.
    • Handle: RePEc:hal:journl:hal-01568904
    DOI: 10.7193/DM.086.89.106
    as

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