Consumer Loyalty among Immigrants: The Relationship among Ethnic Identity, Change-Seeking Tendency and Consumer Loyalty and the Mediating Role of Acculturation

Abstract

Consumer loyalty has long been at the focal point of researchers who explored the factors related to or affected loyalty (Chaudhuri and Holbrook 2001; Corstjens and Lal 2000; Miininen, Szivas and Riley 2004; Suh and Yi 2007). Nevertheless, consumer loyalty of immigrant groups remains a relatively under-researched area. When looking at immigrants, acculturation often becomes an important determinant of their consumption behavior and consumption-related attitudes. By examining the largest ethnic group in the U.S., Hispanics, we propose that the extent of individuals’ acculturation directly affect their loyalty to brands and stores, which are further categorized into ethic vs. general brands and stores.