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The immigrant groups are emerging markets, they are beginning to impact the economic, social and political scene. Consumer acculturation is used to understand and describe the acquisition of skills and knowledge relevant to enganging in consumer behavior in one culture by members from another culture. This paper presents a review of three models of consumer acculturation to penetrate these emerging markets.
Dulce Saldaña, Tecnológico de Monterrey, Mexico
Carolina Rodriguez, Tecnológico de Monterrey, Mexico
Alberto Ares, Universidad Pontificia Comillas, Spain
Carlos Ballesteros, Universidad Pontificia Comillas, Spain
Latin America Advances in Consumer Research 2014 (Volume 3)