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I, TOO, SING AMERICA: IMMIGRANT PERCEIVED ETHNIC DISCRIMINATION AND (DIS)IDENTIFICATION WITH NATIONAL BRANDS

Shomali, Ra'id Qustandi2017

… the more perceived difference in the desired acculturation orientations between immigrants and their host society influences immigrants’ perception of ethnic discrimination. From an academic standpoint, this study contributes to two under-researched areas in the marketing literature: (1) …

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